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October 2025 - September 2026
Benchmark observations based on the selected data
Sweden’s click-through-rate (CTR) moves to its own drum across the year — more jumpy than the global baseline and usually below market levels, with a sharp peak in early 2026. 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 started the period at a 1.24% CTR (July 2025) and finished at 1.03% (June 2026), a net decline of about 17% from start to finish. The Swedish median CTR averaged roughly 1.47% over the year, with a high of 2.45% in February 2026 and a low of 0.62% in August 2025. In absolute terms the market swung often: month-to-month moves averaged about 0.46 percentage points, driven by a series of large rises and drops rather than small, steady shifts.
By comparison, the global benchmark for the same months averaged about 2.02% CTR, ranging from 1.87% to 2.17%. Global momentum was steadier — baseline month-to-month moves averaged ~0.06 points — while Sweden’s rhythm was markedly more volatile.
The Swedish series shows a soft late-summer trough (August 2025) followed by a rapid rebound into autumn and a pronounced lift across late Q4 into Q1, with the strongest single-month lift landing in February 2026 (peak 2.45%). After the February high, performance eased through spring and fell back toward the June low. In plain terms: late summer was the weakest pocket, Q4–Q1 produced the most pronounced lift, and spring settled into a more muted rhythm.
These monthly dynamics create a jagged seasonal pattern rather than the smoother Q4-heavy curve seen in the global baseline. That jaggedness is visible in alternating sharp climbs (e.g., Aug→Sep, Jan→Feb) and sudden drops (e.g., Nov→Dec was modest, but Feb→Mar pulled back notably).
Across the year Sweden trailed global CTRs on average by roughly 27%. The gap ranged from a narrow -2% in November 2025 (Sweden 1.89% vs global 1.93%) to a wide -67% in August 2025 (Sweden 0.62% vs global 1.88%). Sweden exceeded the global level only once during the period (February 2026, about +15% above the baseline). Volatility-wise, Sweden was nearly eight times more changeable than the global benchmark when measured by average monthly absolute swings (0.46 vs 0.06 percentage points).
This pattern — lower average CTR, punctuated by sharp local peaks and troughs — frames Sweden as a market with intermittent lifts rather than steady outperformance relative to global Facebook Ads benchmarks.
Understanding Facebook Ads click-through-rate benchmarks and CTR performance for all industries in Sweden provides a data-grounded view of how country-specific ad engagement compares to global trends and broader CPM analysis and CPC trends in the dataset. Country-specific ad costs and industry ad performance context help situate Sweden’s volatile yet occasionally high-engagement months against the steadier global baseline.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. 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 CTR 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.
The dataset updates as new ad data is available.
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.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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