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June 2025 - June 2026
Detailed observation of presented data
Sweden’s click-through-rate story over the last 12 months is one of deeper swings and a lower mean than the global market: a mid-year dip into the low 0.6% range, a strong rebound that peaked at roughly 2.45% in February, and an overall average that sits noticeably under the baseline. 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.
Starting in June 2025 at about 1.68%, Sweden’s median CTR finished the cycle in May 2026 at roughly 1.47% — a net decline of about 12.5% from start to end. Across the period Sweden averaged 1.53% CTR, with a low of 0.62% in August 2025 and a high of 2.45% in February 2026. By contrast the global baseline averaged about 2.00% over the same months, ranging from 1.78% to 2.18%.
Month-to-month movement in Sweden was pronounced: the August trough (0.62%) represented a roughly 63–67% gap relative to global levels that month, while the February peak (2.45%) pushed Sweden about 15% above the global baseline for February. Overall, Sweden trailed the global median by ~0.47 percentage points on average — roughly 24% below the worldwide CTR.
Volatility was a defining feature. Sweden’s average monthly absolute change was approximately 0.46 percentage points, driven by sharp swings from July→August and October→November; the global benchmark showed much gentler month-to-month moves (about 0.06 points on average). That magnitude makes Sweden markedly more volatile than the aggregate market.
The rhythm shows a soft late summer trough and a winter rebound. August 2025 was the softest month, followed by recovery into autumn, a pronounced uptick in November, and a peak in February 2026. After February, CTR eased back toward mid-single-digit declines, settling into the 1.6–1.7% range through April and dipping to 1.47% in May.
This pattern reads like a summer lull followed by stronger engagement in late autumn and early winter, with a clear spike in early Q1 2026. The swings are larger than the baseline cadence, suggesting more pronounced monthly beats in Sweden’s CTR performance across the year.
Relative phrasing highlights the gap and the exceptions: Sweden’s CTR was below average for most months, often 20–60% under global medians (the largest shortfall in August). The global trend was steadier and generally higher (average ~2.00%), while Sweden’s series was choppier and more extreme in both directions. At its narrowest gap (February), Sweden exceeded the global level by about 15%; at its widest (August), Sweden trailed by roughly two-thirds.
Framed another way, Sweden’s median CTR profile shows higher amplitude movements and a lower overall baseline compared with the international benchmark — more volatile and more intermittent above-market months.
Understanding Facebook Ads click-through-rate benchmarks for all industries in Sweden helps advertisers evaluate CTR performance, place CPC trends and CPM analysis in context, and compare country-specific ad costs against broader industry ad performance and global Facebook Ads benchmarks.
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.
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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