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July 2025 - July 2026
Detailed observation of presented data
Sweden’s click-through-rate story over the last 13 months is one of sharper swings and a weaker overall position versus the global benchmark. After a summer trough, Sweden rallied into a late‑year peak and then hit its high in February 2026 — but ended the series well below where it started. “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 available in Sweden compared to the global benchmark.”
Across June 2025–June 2026, Sweden’s median CTR averaged about 1.48%, ranging from a low of 0.62% in August 2025 to a high of 2.45% in February 2026. The series began at 1.68% (June 2025) and finished at 1.02% (June 2026), a roughly 39% decline from start to finish. By contrast the global (baseline) median CTR averaged ~2.00% over the same months, with a high of 2.17% (April 2026) and a low of 1.78% (June 2025). Sweden’s month-to-month absolute moves averaged ~0.46 percentage points, signifying much larger swings than the global average absolute monthly change of ~0.06 points.
Notable movements: a steep drop into August 2025 (0.62%), a recovery into November 2025 (1.89%), a pronounced peak in February 2026 (2.45%), then a steady slide through spring to 1.02% in June 2026. Over the full window Sweden’s median trailed the global median by roughly 0.52 percentage points on average.
Summer showed a clear softening in Sweden, with the deepest dip in August. A late‑year rebound accelerated into February 2026 — the single strongest month in the Sweden series — before momentum cooled through spring. The rhythm suggests a pronounced summer trough, a late‑year lift, and an early‑year spike that wasn’t sustained into Q2. Meanwhile the global baseline displayed much steadier month‑to‑month movement and a gentler seasonal rise into the winter and spring months.
On average Sweden’s CTR sat about 26% below the global median (1.48% vs 2.00%). Sweden was below global levels for most months; the narrowest gap occurred in November 2025 (about 2% below baseline), and the widest negative gap was in August 2025 (roughly 67% below). Sweden exceeded the global benchmark once — in February 2026 — by about 15%. Over the interval the global trend moved upward (~+17% from June 2025 to June 2026), while Sweden’s median moved downward (~−39%), highlighting a divergence in CTR performance and much higher volatility in Sweden’s series.
Understanding Facebook Ads click-through-rate benchmarks, CTR performance, CPC trends and CPM analysis across industry ad performance and country-specific ad costs provides context for creative and media conversations — here shown for All industries available in Sweden.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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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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