Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Sweden’s Facebook Ads CPMs sat well below the global benchmark for most of the year, but the market moved with sharper swings. After a deep January trough, CPMs climbed steadily into late summer, surged in November, and cooled into December — a classic seasonal arc with extra amplitude. The standout month was November, when Sweden nearly matched global levels before retreating sharply a month later.
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 December 2024 to December 2025, Sweden’s CPM averaged about 11.4, ranging from a low of 5.67 in January to a high of 24.18 in November. The period began at 12.10 in December 2024 and ended at 13.15 in December 2025, an 8.7% lift over the year. Key moves punctuated the path: a steep drop from December to January (−53%), a rebound into March (+43% from February), a summer climb (June to August +71%), a sharp November spike (+67% month over month), and a December pullback (−46%).
Volatility was notable. Sweden’s average absolute month-to-month swing was roughly 3.7 CPM points, nearly three times the global benchmark’s 1.3, underscoring a more elastic pricing environment for impressions in Sweden.
For context, the global CPM averaged about 20.0 over the same period, with a floor of 17.74 in January and a peak of 25.02 in November. Global CPMs rose 11.6% from December 2024 to December 2025, a steadier climb than Sweden’s choppier arc.
Seasonality shaped the year’s rhythm. CPMs in Sweden softened through early Q1, with January and February forming the trough (5.67–6.75). A Q1 rebound into March (9.62) lost some momentum in April–May (7.30–7.78), then gathered pace through the summer, reaching 14.52 in August. A brief September dip (12.49) gave way to an October re-acceleration (14.50) and a pronounced November high (24.18), before normalizing in December (13.15).
Quarterly contours make the cadence clear: Sweden averaged roughly 7.9 CPM in Q2, 12.7 in Q3, and 17.3 in Q4 — a progressively higher step pattern consistent with rising competition toward year-end.
Relative to the global benchmark, Sweden ran below market in every month. On average, Sweden’s CPMs were about 43% lower than global levels (11.4 vs. 20.0). The gap was widest in January, when Sweden trailed by 68% (5.67 vs. 17.74), and narrowest in November at just 3% below (24.18 vs. 25.02). The global trend rose steadily (+11.6% Dec to Dec), while Sweden’s path was more volatile (+8.7% overall), with roughly 2.9x the monthly variability.
In short, country-specific ad costs in Sweden were consistently below global averages, but with larger swings and a more dramatic Q4 spike — especially in November, when Sweden briefly closed the gap with global CPMs.
Understanding Facebook Ads benchmarks for CPM in all industries in Sweden highlights a market with below-average costs, pronounced seasonality, and higher volatility compared with global CPM analysis. These Sweden-specific CPM benchmarks help frame industry ad performance and country-level pricing dynamics alongside the global trend.
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.
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.
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.
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
See how much it costs to get users to install an app