Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Retail CPCs in Sweden tracked well below the global Facebook Ads benchmarks across the past 13 months, yet moved with sharper month-to-month swings. The year opened soft, built steadily through late summer, spiked into November, and then dropped sharply in December — a whiplash finish that diverged from the more moderated global pattern. 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 Retail in Sweden compared to the global benchmark.
Across December 2024 to December 2025, Sweden’s Retail CPC averaged roughly 0.54 versus a 1.14 global average — about 53% below market. The period began at 0.54 in December 2024, fell to 0.36 in January, and then climbed through the year to a high of 0.84 in November before a sudden pullback to 0.27 in December 2025. That sets the low and high at 0.27 and 0.84, a spread of 0.57. From January’s trough to November’s peak, CPCs more than doubled (+130%), then finished the year -51% from the prior December.
Volatility was a defining feature. Sweden’s average absolute month-to-month change was 0.13, over twice the global baseline’s 0.06. The biggest upward moves landed in August (+0.21) and November (+0.15), while the largest single-month drop hit in December (−0.57). Despite the choppiness, the full-year average (0.54) stayed consistently below the global CPC trendline (1.14).
The rhythm followed familiar retail seasonality with local nuances. Q1 was subdued (Jan–Mar averaging about 0.44), Q2 firmed (around 0.50), and Q3 strengthened further (about 0.63), supported by an August surge to 0.73. Early Q4 remained elevated (0.69 in October and 0.84 in November) before a year-end reset to 0.27 in December, creating a sharp contrast between peak shopping month intensity and final-month pricing.
Globally, CPCs showed a steadier cadence: a mild Q2 dip, gradual re-acceleration, and a classic Q4 rise with a November peak (1.32) followed by a moderate December ease (1.12). The Swedish pattern matched the direction of seasonal pressure but with a deeper late-year swing.
Sweden’s Retail CPCs stayed below the global benchmark every month, with the gap ranging from 34% to 76% below. The narrowest gap arrived in August (0.73 in Sweden versus 1.10 globally, 34% below) as country-specific ad costs rose into late summer. The widest gap appeared in December 2025 (0.27 vs. 1.12, 76% below) amid the sharp local reset.
On average, Sweden trailed global CPC levels by roughly 53%. The global trendlines were more stable (+/- ~0.06 average monthly change), while Sweden’s movements were choppier (~0.13). Year over year in December, the global market eased 12% (1.27 to 1.12), compared to Sweden’s steeper 51% pullback (0.54 to 0.27).
In summary, Facebook Ads CPC trends for Retail in Sweden were consistently below global levels, more volatile month to month, and marked by a summer lift, an early Q4 peak, and a pronounced year-end decline. Understanding CPC analysis and country-specific ad costs for Retail in Sweden helps teams benchmark performance against broader Facebook Ads benchmarks and align expectations with global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. 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.
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.
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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.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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