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Facebook Ads Cost Per Purchase Benchmarks for Media in Sweden

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Cost Per Purchase for Media in Sweden

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • This analysis looks at cost-per-purchase trends for industry Media and target country Sweden compared to the global trend.
  • Sweden’s cost-per-purchase (CPP) shows very high volatility, dominated by an extreme spike in July 2025.
  • On an unadjusted average, Sweden sits far above market due to that spike (303.9 vs 49.2). Across most months, however, Sweden trends below the global baseline.
  • Seasonality differs from the global pattern: Sweden dips in November–December 2024, then surges in Q1 2025, drops in Q2, spikes in July, and normalizes in August.

Overview

We summarize monthly median cost-per-purchase for Media advertisers in Sweden and compare it to the global baseline. The time frame spans October 2024 through August 2025. Figures reflect directional Facebook Ads benchmarks, advertising costs, and country-specific ad performance.

Sweden (Media) cost-per-purchase trend

  • Average across the period: 303.9, heavily skewed by July 2025. Median: 23.7.
  • High: 2,938.6 in July 2025; Low: 17.0 in June 2025.
  • Change from first to last month: down 56.6% (43.9 in Oct 2024 to 19.1 in Aug 2025).
  • Notable spikes/dips:
  • Q1 surge: January 47.9 → February 91.6 (+90.9%) → March 96.3 (+5.2%).
  • Sharp correction: March 96.3 → April 20.9 (−78.3%).
  • July anomaly: June 17.0 → July 2,938.6 (more than 170×), then back to 19.1 in August (−99.35%).
  • Excluding July, the period average is 40.5, broadly consistent with the median and indicating most months cluster in the high-teens to 40s.

Global baseline comparison

  • Global baseline average (same months): 49.2; High: 53.9 (Feb 2025); Low: 43.2 (Nov 2024).
  • Global change from first to last month: −2.1% (46.7 in Oct 2024 to 45.7 in Aug 2025), showing stability within a narrow 43–54 band.
  • Relative positioning:
  • On a simple mean basis, Sweden is about 6.2× above market due to the July spike.
  • In 8 of 11 months, Sweden’s CPP was below the global baseline (November–December 2024, January, April–June, and August 2025).
  • Excluding July, Sweden averages about 18% below the global baseline (40.5 vs 49.2), indicating below-market CPP in typical months.

Seasonality and volatility

  • Global pattern: costs rise into late Q4 and remain elevated through Q1 (December–February), then ease gradually into summer.
  • Sweden (Media) differs: CPP dipped in November–December 2024, spiked in Q1 2025, fell through Q2, and experienced an exceptional one-month surge in July before normalizing in August.
  • Month-to-month swings (excluding the July anomaly) ranged from −78% to +102%, highlighting elevated volatility compared to the stable global trend.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Media and Sweden helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Media industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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.

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.

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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's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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