Facebook Ads Insights Tool

Facebook Ads CTR Benchmarks in Sweden

See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.

CTR (Click Through Rate) in Sweden

December 2024 - December 2025

Insights

Detailed observation of presented data

Introduction

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.

The story in the data

  • Start to finish: Sweden began at 1.71% CTR in November 2024 and ended higher at 1.88% in November 2025 (+10%).
  • Average, highs, lows: The period averaged 1.36%, with a high of 1.98% in December 2024 and a low of 0.48% in January 2025. The range was wide at 1.50 points, underscoring pronounced swings.
  • Key moves:
  • A December lift (+16% m/m) culminated in the annual high at 1.98%.
  • January collapsed to 0.48% (−76% m/m), the most severe monthly drop.
  • February rebounded to 1.29% (+169%), then drifted lower through April (1.06%).
  • June surged to 1.88% (+71% m/m) before cooling in July (1.26%) and staying subdued in August (1.23%).
  • September climbed to 1.57% (+28%), followed by an October slide to 0.93% (−41%), and a strong November rebound to 1.88% (+101%).
  • Volatility: Absolute month-to-month swings averaged 0.52 percentage points, compared with just 0.06 globally—marking Sweden as markedly more volatile.

Seasonal and monthly dynamics

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.

Country vs. Global

  • Overall level: Sweden’s 1.36% average lagged the 1.81% global average by roughly 0.45 points (about 25% lower).
  • Trend shape: The global benchmark rose steadily (+12% from November 2024 to November 2025) and peaked in October 2025 at 2.04%. Sweden’s path was choppier, ending higher year-over-year but with sharper interim drops.
  • Gaps by month: Sweden exceeded global levels in only 2 of 13 months—December 2024 (+17%) and June 2025 (+3.5%). It hovered near parity in November 2024 (−3%) and November 2025 (−4%). The widest deficits appeared in January 2025 (−71%) and October 2025 (−54%).
  • Dispersion: Sweden’s CTR range (1.50 points) was roughly four times the global range (0.38 points), aligning with the higher month-to-month volatility noted above.

Closing

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.

Understanding the Data

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.

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.

Optimize Smarter with Superads

Improve your Facebook ad performance

Instant performance insights – See which ads, audiences, and creatives drive results.

Data-driven creative decisions – Spot patterns to improve ROAS.

Effortless reporting – No spreadsheets, just clear insights.

Get Started for free →

The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

Sweden Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 6National Day
Jun 21Midsummer Day
Nov 1All Saints' Day
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Late November (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)

Potential Advertising Impact

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.

What is CTR and why does it matter for Facebook ads?

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.

What's the average CTR for Facebook ads in 2025?

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.

Why is my Facebook ad CTR consistently low?

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.

Is CTR still a reliable metric for ad performance in 2025?

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.