Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Sweden’s cost-per-thousand-impressions (CPM) profile tells a clear story: substantially lower costs than the global benchmark but noticeably bumpier month-to-month. 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.
In plain terms: Sweden ran materially cheaper CPMs across the 12 months (July 2025–June 2026), averaging about 13.5 versus a global average near 20.9. Yet those lower prices came with larger swings — a sharp late‑summer trough, a pronounced November spike, and a spring plateau before a June cooling.
Starting in July 2025, Sweden’s CPM was roughly 10.90; it closed the 12‑month window at about 12.50 — a modest lift of ~14.7% from start to finish. Across the year Sweden’s median CPM averaged ~13.48, with a high of ~17.88 in November 2025 and a low of ~7.48 in August 2025. Range (high–low) was ~10.40 points, signaling meaningful movement within the period.
Month-to-month swings were notable: the July→August drop was roughly −31% and the October→November jump was about +66%, then November→December contracted −35%. The spring months (January–May) clustered in the mid‑teens (11.5–17.9), with March peaking near 17.87 before a drift back toward 12.50 in June. Volatility, measured as average absolute monthly change, was about 3.0 CPM points for Sweden.
Seasonally, Sweden exhibited a late‑summer trough (August) and Q4 tension with a sharp November escalation followed by a December pullback. The New Year months moved higher overall, producing a sustained mid‑quarter plateau through March–May, typical of higher Q1–Q2 activity in many channels. June showed a clear easing from the spring plateau. These rhythms align with known Q4 competition spikes and early‑year rebounds in broader CPM analysis, but the amplitude in Sweden was larger than the global picture.
Compared to the global baseline, Sweden ran consistently below market: Sweden’s 12‑month average (~13.48) was roughly 36% lower than the global CPM (~20.93). The month-by-month gap widened and narrowed — the narrowest differential appeared in February (Sweden ≈ 17% below global), while the widest came in August (Sweden ≈ 61% below global). The global benchmark showed a smaller range (~5.5 points) and lower monthly volatility (~1.6 points), so Sweden was roughly twice as volatile in absolute terms.
Both trends moved upward over the period (Sweden +14.7%; global +16.6% from July→June), but Sweden’s intra‑year swings (notably the Nov spike and Aug trough) were the strongest story. Framed alongside Facebook Ads benchmarks, CPM analysis and broader country-specific ad costs, Sweden’s pattern reads as a lower-cost market with higher short‑term variability — a contrast to the steadier global baseline.
Understanding Facebook Ads CPM benchmarks for all industries in Sweden helps contextualize country-specific ad costs and industry ad performance in comparisons to global CPM analysis and related CTR performance and CPC trends.
Facebook advertising cost benchmarks
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Sweden, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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Late November (Black Friday), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs may rise during Black Friday and early December, especially in e-commerce and fashion. Easter and Midsummer holidays often reduce weekday inventory while increasing media usage during long weekends. Midsummer is quieter in retail and active in travel and food. Post-Christmas sales in January still bring high digital ad demand.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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