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January 2025 - January 2026
Detailed observation of presented data
Sweden’s Facebook Ads click-through-rate (CTR) spent 2025 zig-zagging below the global benchmark, punctuated by two sharp rallies in June and November. The year opened at a deep trough, rebounded into early summer, cooled through early autumn, then spiked into peak retail season before easing in December. The throughline: choppy momentum and higher-than-average volatility, with performance mostly under the global median.
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 CTR started at 0.48% in January and closed the year at 1.49%, a net gain of 1.01 points (+209%). The annual median averaged 1.29%, with a low in January (0.48%) and a high in November (1.99%). June delivered the mid-year high at 1.88%, while October marked a notable dip at 0.93% before the November surge.
Month-to-month movement was pronounced. The sharpest lifts were May to June (+0.78 points) and October to November (+1.05 points), while the biggest pullbacks came June to July (−0.62 points) and September to October (−0.54 points). Volatility averaged 0.44 points per month, far choppier than the global trend. Across the year, Sweden posted five months above its own annual average (February, June, September, November, December) and only two months above the global median (June and November).
Q1 was soft (average 1.01%), with January’s trough followed by a quick rebound in February and a leveling in March. Q2 climbed (1.34% average), culminating in June’s near-2% high. Q3 held steady near 1.32%, showing a tight band between July and September. Q4 was mixed: an October lull gave way to the year’s peak in November, then a cooldown in December. Globally, CTR typically strengthens into Q4; Sweden followed the broad outline but with a deeper October dip and a more dramatic November rebound.
Against the global Facebook Ads benchmarks, Sweden’s CTR averaged 1.29% versus 1.84% worldwide—about 30% lower, a mean gap of 0.55 points. The global curve climbed steadily from 1.69% in January to 2.12% in December (+26%), while Sweden’s line was choppier despite a larger percentage gain off a low base.
Sweden trailed global CTRs in 10 of 12 months. The narrowest gap appeared in November, when Sweden edged 2% above the global benchmark (1.99% vs. 1.94%). The widest gap came in January, 71% below the global median (0.48% vs. 1.69%). Through most of the year, Sweden sat 20–40% below global levels; outliers included October (−54%) and the mid-year lift in June (+5% above market).
In short, Facebook Ads CTR performance for all industries in Sweden in 2025 was below the global benchmark most months, marked by higher volatility and standout spikes in June and November. Understanding Facebook Ads CTR benchmarks for all industries in Sweden helps performance marketers evaluate engagement patterns and compare country-specific trends to the global baseline.
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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