Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Retail CPC in Sweden tracked well below the global benchmark across the entire period, yet followed a distinct local rhythm: a deep Q1 dip, a spring rebound, a sharp late‑summer lift, and a steady, elevated plateau into Q4. On average, Sweden’s Facebook Ads cost-per-click settled around $0.56, roughly half of the global $1.13 baseline, with costs ranging from a January low of $0.36 to an August peak of $0.73. Volatility was higher than the global market, with a noticeable July-to-August surge that reshaped the back half of the year.
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.
The series opens at $0.64 in November 2024, slips to $0.54 in December, and hits its trough in January 2025 at $0.36. From there, CPC climbs: $0.40 in February and $0.55 in March, then stabilizes in the $0.47–$0.53 range through June. July sits at $0.49 before a pronounced jump to $0.73 in August—the high for the period—then moderates to $0.64 in September. Q4 2025 holds firm at $0.69 in both October and November, closing the window about 8% above where it began.
Across the 13 months, Sweden’s Retail CPC averaged $0.56, with five months above that average (November 2024 and August–November 2025). Monthly movement averaged $0.08, indicating sharper swings than a typical steady-state market. The biggest shifts came in two bursts: a 50% lift from July to August (+$0.24) and a 51% climb from January to March (+$0.19). The smallest move was a virtually flat October to November 2025 (-$0.00), signaling late-year stability after the summer spike.
Seasonality is clear in the cadence:
This pattern aligns with common retail rhythms: softer engagement costs early in the year, then higher country-specific ad costs into late summer and early holiday build-up.
Relative to the global CPC baseline, Sweden’s Retail sector consistently ran below market—on average about 51% lower ($0.56 vs. $1.13). The gap was widest in January (about 68% below) and narrowest in November 2025 (about 32% below), with Sweden’s CPC representing roughly 32–67% of global levels month to month. While the global trend eased steadily across the year (−29% from November 2024 to November 2025), Sweden’s path rose modestly over the same span (+8%) and was more volatile: average monthly swings of $0.08 in Sweden versus $0.05 globally.
In summary, Facebook Ads benchmarks show Retail CPC in Sweden averaging $0.56—well under global costs—with a Q1 trough, a late-summer spike, and firm Q4 pricing. Understanding CPC trends and country-specific ad costs for the Retail industry in Sweden helps marketers gauge industry ad performance against the global benchmark and read the cadence of local pricing dynamics.
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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