Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all industries in Sweden, Facebook Ads CPM moved on a different rhythm than the global market. For most of the year, Swedish median CPMs sat well below worldwide levels, then surged sharply into the holiday period, culminating in an outsized December spike. The pattern shows a long, low-cost runway through mid-year, a steady build in Q3, and an extreme Q4 climax that briefly put Sweden far above the global benchmark. 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.
Starting at $12.07 CPM in December 2024, Sweden fell to a yearly low of $5.67 in January 2025 before climbing. The year ended at $69.15 in December 2025 — a 473% increase from the prior December and the clear high for the period. The median CPM averaged $15.7 across the 13 months, versus a $20.36 global average.
Key monthly movements shaped the curve:
Volatility was pronounced. Sweden’s average absolute month-to-month change was roughly 6.6 CPM points (about six times the global average of 1.1). Excluding the December leap, Sweden’s volatility still averaged about 3.1 points, underscoring a choppier cadence than the global market.
The year followed a recognizable seasonal rhythm with an exaggerated finish. CPMs were soft through Q1, stabilized in Q2, and strengthened through Q3 as demand built. Q4 brought the expected competitive lift, but Sweden’s December was atypically elevated, dwarfing earlier months and breaking from the more measured global Q4 upswing. November looked like a “catch-up” month to global levels; December became an overrun.
Relative to global Facebook Ads benchmarks, Sweden’s CPMs were consistently below market for most of 2025. From January through October, Sweden trailed by 28–68% each month, narrowing to near parity in November (just 3% below the global $25.33). The gap then flipped: December in Sweden ($69.15) was about 2.7x the global median ($25.45), or 172% above.
On averages, Sweden ran 23% below the global CPM across the full period ($15.7 vs. $20.36). The trend shape differed too. Global CPMs rose steadily (+21% from January to October), while Sweden’s climb was steeper and choppier (+155% over the same span), capped by a singular December spike. The narrowest gap came in November; the widest shortfall was in January (−68% vs. global); the widest premium appeared in December (+172% vs. global).
In short, CPM analysis for Facebook Ads across all industries in Sweden shows a year of below-market ad costs punctuated by an outsized December surge. Understanding country-specific ad costs and Facebook Ads benchmarks for CPM in Sweden helps teams gauge how all-industry ad performance compares to global patterns and how seasonal dynamics shaped 2025’s pricing curve.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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