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November 2024 - November 2025
Detailed observation of presented data
Sweden’s Facebook Ads CTR performance told a choppy story over the past 12 months: sporadic surges punctuated by deep troughs, and a sustained gap versus the global benchmark. While the worldwide trend climbed steadily into early Q4, Sweden oscillated, peaking mid-year before slipping sharply by October. Volatility was the headline, with standout swings in January, June, and October shaping the narrative.
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.
Across November 2024 to October 2025, Sweden’s median Facebook Ads CTR averaged 1.27%, versus a 1.81% global average — roughly 30% lower overall. The period opened at 1.74% in November 2024 and closed at 0.82% in October 2025, a 53% slide. The high came in June at 2.14%, while the low hit in January at just 0.48%, marking a 1.66-point range across the year.
Momentum shifted dramatically month to month. After a solid December (1.94%), January collapsed to 0.48% before partially rebounding in February (1.23%) and March (1.16%). Spring remained subdued (April 1.01%, May 1.02%), then Sweden spiked to its annual high in June (2.14%). The lift was short-lived: July fell back to 1.01%, August ticked up to 1.20%, September improved to 1.53%, and October sagged again to 0.82%.
Volatility averaged 0.56 percentage points month over month — about 10 times the global pace (0.06 points) — underscoring sharper swings than the broader market.
Seasonality shaped the rhythm. Q1 was soft, typical for post-holiday engagement patterns, but Sweden’s January trough was unusually deep. Q2 was uneven, culminating in a June peak that stood out from the prior months’ muted performance. Q3 stabilized but stayed below market, with a modest build from July to September. Early Q4, often a period of heavier competition and mixed engagement, saw Sweden’s CTR slip to 0.82% in October even as the global benchmark climbed.
Relative performance stayed mostly below market. Sweden outperformed the global benchmark in only two months — December (+14%) and June (+17%). The narrowest gap appeared in November (about 1% below global), while the widest gap arrived in January (−71% versus global), followed by October (−61%). Globally, the trend improved from 1.75% in November 2024 to 2.08% in October 2025 (+19%), with a tight 0.42-point range and steady progression through Q3 and into early Q4. In contrast, Sweden’s choppier path — January’s drop, June’s spike, October’s dip — kept its average meaningfully under the global CTR line throughout the year.
Understanding Facebook Ads click-through rate benchmarks for all industries in Sweden highlights a year of underperformance versus the global trend, marked by extreme January softness, a June spike, and elevated volatility. These CTR performance benchmarks help frame country-specific Facebook Ads benchmarks for Sweden against the steadier global pattern.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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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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.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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