Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Fitness & Training Centers in Sweden ran significantly cheaper CPMs (cost per thousand impressions) than the global benchmark throughout the year, but with sharper swings. The year opened modestly, cratered in April, then surged into a September peak before settling at elevated Q4 levels. This pronounced mid-year dip and late rebound created a choppier rhythm than the steadier global climb into the holiday period.
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 Fitness & Training Centers in Sweden compared to the global benchmark.
Sweden’s CPMs began at $7.83 in January and closed the year at $12.91, a 65% rise end-to-end. The annual average landed at $8.25, with a high of $14.41 in September and a low of $3.00 in April—an $11.41 spread across the year. The steepest month-to-month moves were August to September (+$8.66) and September to October (−$8.31), underscoring a market prone to sudden shifts. On average, monthly volatility measured $3.72, roughly triple the global baseline.
Key beats:
Globally, CPMs were more expensive and more stable. The global average for the year was $20.15, starting at $17.73 in January and ending at $22.04 in December (+24% YoY), peaking in November at $25.22.
Sweden displayed a pronounced mid-year softness. Q2 was the lightest quarter (average $4.41), with April and May notably subdued before momentum rebuilt in late summer. September stood out as the single-month crest, while Q4 held elevated costs relative to the rest of the year, consistent with broader seasonal pressure as competition rises into the holidays. Even so, Sweden’s Q4 CPMs remained well below global levels.
Sweden’s Fitness & Training Centers CPMs stayed below the global benchmark in every month. The gap ranged from 28% below (September) to 84% below (April), averaging 59% below across the year.
In short, Facebook Ads benchmarks for CPM in Fitness & Training Centers show Sweden as a low-cost yet more volatile market: cheaper than the global average by roughly 60% across 2025, with pronounced troughs in Q2, a September surge, and elevated but still below-market Q4. Understanding CPM analysis and country-specific ad costs for Fitness & Training Centers in Sweden helps teams interpret industry ad performance against global Facebook Ads benchmarks.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Fitness & Training Centers 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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
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