Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Sweden’s Facebook Ads CPMs in 2025 moved on a very different curve than the global benchmark: consistently cheaper, but much choppier. Across all industries, Sweden averaged a $11.00 cost per thousand impressions versus a $20.15 global median — about 45% lower — yet swings were sharper, culminating in a dramatic November spike and a swift December reset. The year opened at a low $5.67, climbed steadily into late summer, surged to $22.29 in November, then fell back to $11.29 to close 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 all industries in Sweden compared to the global benchmark.
Sweden’s CPM began at $5.67 in January and finished at $11.29 in December — nearly doubling (+99%) over the year. The high point landed in November at $22.29; the low was January’s $5.67, setting a wide annual range of $16.62. The Swedish market’s average month-to-month move was $3.32, nearly triple the global benchmark’s $1.21, underscoring greater volatility.
Momentum unfolded in waves:
Global CPMs told a steadier story: $17.73 in January rising to $22.04 in December (+24%), peaking at $25.22 in November. The global range was narrower ($7.49 vs. Sweden’s $16.62), reinforcing how much more variable Sweden’s country-specific ad costs became through 2025.
Seasonality was visible in both series, but with different amplitudes. Sweden’s CPMs were softest in Q1, rebounded through the summer, and accelerated into Q4 — a familiar pattern as competition intensifies ahead of the holidays. The November surge was outsized in Sweden and then normalized quickly in December. By halves, Sweden’s H1 averaged $7.61 versus $14.36 in H2 (+89%), while the global market moved from $18.82 to $21.48 (+14%), showing a much sharper second-half escalation in Sweden.
Sweden trailed the global Facebook Ads benchmarks every month in 2025, but the gap narrowed as the year progressed:
Trend shape also diverged. The global line rose gradually (+16% from July to October, then +16% into November), while Sweden’s path was choppier: a summer climb, a September dip, a sharp October rebound, then a November surge and December reset.
This CPM analysis of Facebook Ads benchmarks for all industries in Sweden highlights a low-cost but more volatile market: a $11.00 average versus $20.15 globally, with a pronounced November peak and a quick year-end normalization. Understanding cost per thousand impressions trends in Sweden helps frame industry ad performance and country-specific ad costs against the steadier global pattern.
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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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