Facebook Ads Cost Per Purchase Benchmarks in Sweden

Introduction

Across all industries in Sweden, Facebook Ads cost per purchase in 2025 traced a dramatic arc: an exceptionally expensive January, a sharp deflation through Q2, a late‑summer rebound, and a soft close in December. The Swedish market averaged 75.0 for the year, substantially above the global benchmark at 51.7, but with far sharper month‑to‑month swings. January was the outlier peak, while June and December clustered at the low end — a “double trough” that bookended a mid‑year resurgence. 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

Sweden opened the year at 172.28 in January and ended at 42.20 in December — a 76% decline from start to finish. The annual high was that January spike (172.28), while the low landed in December (42.20), narrowly under June’s 42.27. The full‑year average settled at 75.0, reflecting a wide trading range of 130 points.

The month‑to‑month path showed distinct phases:

• Q1 deflation: 172.28 in January to 122.15 in February, then down to 67.14 in March.
• Q2 compression and stabilization: April 53.77, May 64.00, June 42.27.
• Late‑summer lift: July 49.86, August 85.69 (a sharp jump), September 74.34.
• Mixed Q4: October 76.56, easing to 49.64 in November and touching the low at 42.20 in December.

Volatility stood out. Sweden’s average absolute monthly swing was about 22 points, far choppier than the global benchmark’s 1.6 points, underscoring a market that moved quickly and often.

Seasonal and monthly dynamics

The year began unusually elevated, then costs cooled rapidly into early Q2. From late July through October, cost per purchase climbed again, with August registering the most pronounced resurgence. The final quarter was mixed: October remained elevated, November eased, and December fell to a new low. Globally, cost per purchase typically tightens within a relatively narrow band, and Q4 often brings firmer competition; Sweden diverged from that rhythm by softening into year‑end.

Sweden vs. Global

Relative to Facebook Ads benchmarks worldwide, Sweden was consistently higher but notably more dynamic. The Swedish average (75.0) exceeded the global 2025 average (51.7) by about 45%. Ten of twelve months ran above the global level; only June (−17% vs. global) and December (−11%) came in lower. The gap was widest in January, when Sweden’s cost per purchase was roughly 3.2x the global median (+224%). It narrowed substantially through mid‑year and briefly inverted during June and December. Directionally, the global series stayed steady within a 47–55 band and slipped about 10% from January to December, while Sweden fell 76% over the same span — a steeper descent with a pronounced summer rebound.

Closing

These Facebook Ads benchmarks highlight how cost per purchase moved across all industries in Sweden: elevated on average, highly volatile, and marked by a dramatic January spike, a Q2 compression, and a late‑summer lift before a softer December. Understanding cost per purchase trends — alongside CPC trends, CPM analysis, and CTR performance — helps put country‑specific ad costs and industry ad performance in context. This summary captures cost per purchase benchmarks for all industries in Sweden compared to the global pattern.