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February 2025 - February 2026
Detailed observation of presented data
Sweden’s Facebook Ads click-through-rate (CTR) in 2025 told a choppy but ultimately resilient story. Across all industries, Sweden averaged 1.29% CTR for the year, well below the 1.84% global benchmark, yet punctuated by two standout months where Sweden briefly ran above market. The year opened with an unusually soft January, rebounded through mid-year, dipped sharply in October, and then surged to a local peak in November before easing into December. Volatility was the defining feature: Sweden moved in larger month-to-month swings than the global trend, creating a year of pronounced peaks and troughs rather than a smooth climb.
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.
Monthly volatility averaged 0.44 points in Sweden—around 6–7 times more volatile than the global benchmark’s 0.07 points. This amplified rhythm is visible in the big moves: +0.78 points into June, −0.62 in July, −0.57 in October, and +1.05 into November.
Sweden showed a soft Q1 with January as the clear trough, followed by steadier results through spring. June delivered the first major high—an early seasonal crest—before settling in late summer. October marked the sharpest dip of the second half, a familiar compression point as competition typically intensifies, but Sweden’s rebound was immediate and forceful in November, its strongest engagement month of the year. December eased back but remained above the annual average, closing the year on comparatively firm ground.
Globally, CTRs rose more evenly across the year, with elevated levels from July onward and a pronounced high in December (2.10%). Where the global pattern appeared gradual, Sweden’s path was more stop-start, with pronounced swings around mid-year and into Q4.
Facebook Ads benchmarks for CTR show that, across all industries in Sweden, engagement in 2025 ran below the global average but with sharper month-to-month shifts and two clear outperformance moments in June and November. Understanding CTR performance for all industries in Sweden versus the global pattern helps marketers gauge country-specific Facebook Ads benchmarks and compare industry ad performance to broader market trends.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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