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November 2024 - November 2025
Detailed observation of presented data
Across all industries in Sweden, Facebook Ads CTR performance traced a choppy arc that mostly lagged the global benchmark, with a sharp New Year dip, a mid-year rebound, and a late-year recovery. The period opened near parity in November 2024, briefly ran above market in December, then fell hard in January before stabilizing through spring and surging again in June. Volatility was the defining feature. 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 median CTR started at 1.74% in November 2024 and ended at 1.82% in November 2025, a modest +4.8% lift over the period. The yearly average landed at 1.35%, notably below the 1.82% global average. The high for Sweden arrived early at 1.94% in December 2024; the low hit just one month later at 0.48% in January 2025. That 1.46-point spread underscores a market characterized by large swings.
Those swings were frequent. Average month-to-month movement in Sweden was 0.51 points, roughly 10x the global benchmark’s 0.05. The steepest movements were December to January (−1.46 points), May to June (+0.78), September to October (−0.65), and October to November (+0.88). After the January trough, CTR hovered near the 1.06–1.29% band through late spring, spiked to 1.88% in June, cooled to 1.23% in August, improved to 1.59% in September, slipped to 0.93% in October, and rebounded to 1.82% in November.
The rhythm was pronounced: a strong Q4 2024 (1.74% in November, 1.94% in December), a sharp Q1 reset (0.48% in January, 1.29% in February, 1.25% in March), a subdued spring (April–May near 1.06–1.10%), and a mid-year lift in June to 1.88%. Midsummer softened again (July–August near 1.23–1.26%), followed by a September improvement to 1.59%. October marked another dip to 0.93%, before a November bounce to 1.82% brought CTR back near the prior-year Q4 range. While Q4 often brings heightened competition globally, Sweden’s pattern emphasized rebound and reset cycles more than steady build.
Relative to Facebook Ads benchmarks worldwide, Sweden ran below average across most of the window. On average, Sweden trailed the global CTR by about 26%. In 2025 specifically, Sweden averaged 1.26% versus the global 1.83% (−31%). The widest gaps appeared in January (−71% vs. global) and October (−54%), with a narrow gap in November 2024 (−1%) and brief outperformance in December 2024 (+15%) and June 2025 (+4%). The global line rose steadily from 1.75% to 2.04% (+16%), while Sweden’s endpoint gain was milder (+5%) and far more erratic, reflecting materially higher volatility.
Facebook Ads benchmarks show that CTR performance across all industries in Sweden was more volatile and generally below the global median, with standout peaks in December 2024 and June 2025 and deep troughs in January and October. Understanding click-through rate benchmarks for all industries in Sweden provides a clear read on country-specific engagement patterns and how they diverge from global 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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