Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Sweden’s cost-per-thousand-impressions (CPM) ran well below the global benchmark across the year, but the local curve carried sharper swings and a late rebound. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for All industries in Sweden compared to the global benchmark.
Sweden opened June 2025 with a CPM of about 8.38 and closed May 2026 at roughly 18.10 — an overall increase of about 116% from start to finish. The monthly median for Sweden across the period averaged approximately 13.17, versus a global average near 20.68 — roughly 36% lower on average. Sweden’s trough was in August 2025 at 5.80, and the peak came in March 2026 at 18.13 (May 2026 nearly matched that at 18.10).
Month-to-month movements were pronounced: July’s climb (≈+2.52) gave way to an August drop of about 5.10, then a steady rise into an October–November surge (October 10.75 → November 18.02, a jump of ~68%). That November uplift was followed by a sharp December retreat to 11.53 (≈−36%). From December through March, Sweden saw a sustained push upward into the early‑Q1 high. Those swings produce an average absolute monthly change of about 3.27 CPM points.
Seasonally the rhythm shows a summer trough and two clear uplift windows. August 2025 marks the softest month in the Swedish series, followed by a rebound through autumn and a pronounced spike in November. After a December dip, the metric climbed again through late Q1 2026. The baseline global curve also rises into Q4 and Q1, but Sweden’s moves are larger in magnitude and more abrupt. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1 — a pattern echoed in the global baseline but amplified at the country level.
Relative to the global baseline, Sweden trailed every month in the period. The gap fluctuated widely: Sweden’s CPM was as much as ~70% below global levels in August 2025, and as narrow as about 17% below in February 2026. Volatility underlines that divergence — Sweden’s average monthly change (~3.27) was more than double the baseline’s (~1.56), signaling a market that moves faster and with larger swings than the overall dataset.
Across keywords relevant to ad measurement — Facebook Ads benchmarks, CPM analysis, country-specific ad costs, CPC trends and CTR performance — Sweden’s all-industries CPM narrative is one of lower average cost but higher variability, with notable seasonal peaks in November and early Q1 2026.
Understanding Facebook Ads cost-per-thousand-impressions (CPM) benchmarks for all industries in Sweden helps advertisers evaluate country-specific ad costs and compare industry ad performance to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Sweden, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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Late November (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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