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Facebook Ads Cost Per Purchase Benchmarks for Retail in Sweden

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Retail 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, Retail in Sweden shows a higher cost-per-purchase than the global baseline on average (+43%).
  • Volatility is pronounced: month-to-month changes averaged about 42.20, roughly 20x the global baseline (2.04).
  • Seasonal pattern diverges from the baseline: a sharp October spike and a December low locally, then a very large summer surge in August.
  • Over the period (Sep 2024–Aug 2025), costs rose +654% in Sweden (from 35.39 to 266.93), while the global baseline eased about -2%.

Context and scope

This analysis looks at cost-per-purchase trends for industry Retail and target country Sweden compared to the global trend. It uses monthly medians to benchmark Facebook Ads costs.

Sweden Retail cost-per-purchase overview

  • Average: 70.16
  • High: 266.93 in Aug 2025
  • Low: 21.50 in Dec 2024
  • Range: 245.43
  • First-to-last change: +654% (35.39 in Sep 2024 → 266.93 in Aug 2025)
  • Volatility:
  • Average month-to-month absolute change: 42.20
  • Largest swing: +206.34 from Jul → Aug 2025 (+341%)

Notable movements:

  • Oct 2024 spike to 93.91 (+166% vs Sep).
  • Deep dip to 21.50 in Dec 2024 (-58% vs Nov), the period low.
  • Stair-step rise through spring into early summer, peaking at 91.83 in Jun 2025, briefly easing in Jul (60.59), then surging to 266.93 in Aug.

Comparison with the global baseline

Aligned period: Sep 2024–Aug 2025.

  • Baseline average: 49.02 (Sweden is 1.43x “above market” on average).
  • Baseline high/low: 53.89 (Feb 2025) / 43.19 (Nov 2024).
  • Baseline first-to-last change: -1.95% (46.60 → 45.69).
  • Sweden vs baseline, month by month: 6 months above, 6 below.
  • Above in Oct, Nov, May, Jun, Jul, Aug; below in Sep, Dec, Jan, Feb, Mar, Apr.
  • Extremes: Aug 2025 in Sweden was nearly 6x the global baseline for the month (266.93 vs 45.69).

Directional differences:

  • Q4: Sweden averaged 55.65 vs global 47.13, but with a local December trough (21.50) while the baseline rose into December (51.53).
  • H1 2025: Sweden averaged 52.01, in line with the baseline at 51.38.
  • Summer: a pronounced surge locally—Jun (91.83), Jul (60.59), Aug (266.93)—while the baseline remained stable around mid-40s.

Seasonality and monthly highlights

  • Q4: Spiked in October (93.91), then fell to the lowest point in December (21.50). The baseline was steadier and higher in December.
  • Spring to early summer: Gradual build from March through June in Sweden, contrasting with relatively flat global costs.
  • Late summer: Exceptional escalation in August 2025 (266.93), the standout spike in the series.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Retail 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 Retail 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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