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December 2024 - December 2025
Detailed observation of presented data
Sweden’s Facebook Ads click-through rate (CTR) tells a story of sharp swings against a steadier global backdrop. Across all industries, Sweden averaged 1.36% CTR from November 2024 to November 2025, trailing the 1.81% global benchmark by about 25%. The year opened with a dramatic Q1 trough, rebounded into early summer, and closed with a late-year snapback. December 2024 and June 2025 stood out as strength pockets, while January and October marked deep dips. Volatility was the defining feature: month-to-month movements in Sweden were nearly 10 times choppier than global trends.
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.
Seasonality showed through in amplified form. A late-year December high was followed by a deep Q1 trough—CTR averaged 1.01% in Q1, far below the global Q1 average of 1.69%. Performance regained footing through Q2 (1.34%) with a pronounced June spike, held a middle range through Q3 (1.35%), and finished with a whipsaw in Q4: October’s softness (0.93%) giving way to a November rebound (1.88%). The rhythm mirrors broad platform seasonality—Q4 competition and Q1 softness—but with larger amplitude in Sweden.
Together, these Facebook Ads benchmarks highlight a Sweden market where CTR performance for all industries runs below the global average but moves with far greater intensity—sharp troughs, strong rebounds, and a year-end recovery. Understanding Facebook Ads click-through rate benchmarks for all industries in Sweden helps marketers evaluate CTR performance relative to global patterns and frame country-specific ad performance alongside broader CPC trends and CPM analysis.
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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