Sweden RPM -70% today, Denmark unaffected. Anyone else?

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Sweden RPM -70% today, Denmark unaffected. Anyone else?

evil_0

10:42 am on Mar 29, 2026 (gmt 0)

Anyone else seeing a massive RPM drop on Swedish traffic today (March 29)?

I run sites targeting both Sweden and Denmark. Today Sweden RPM dropped ~70% compared to the last few days. Denmark is completely unaffected, same account, same ad setup.

Key data points:
- CTR is identical to normal
- CPC/CPM tanked
- Danish traffic on the same account is fine
- RPM was actually higher than usual in the days leading up to today

My theory is end-of-Q1 budget exhaustion hitting the Swedish ad market specifically, but I've never seen it this dramatic before. The high RPM earlier this week could have been advertisers burning through remaining Q1 budgets before they ran out.

Anyone else running Swedish traffic and noticing the same? Curious if this is widespread or isolated.

elf98

4:33 am on Mar 30, 2026 (gmt 0)

Same here a ~70% drop in RPM starting March 29. Problem has not been resolved lvee yet March 30).
I have 100% Swedish traffic.

stivoman

7:53 am on Mar 31, 2026 (gmt 0)

Same here as well, ~60-70% drop on Swedish traffic starting March 29 and still going on (March 31).
"Happy" to see I'm not the only one. :)

evil_0

10:25 am on Apr 1, 2026 (gmt 0)

Today is April 1, start of Q2, and zero recovery, actually getting worse. So we can rule out end-of-quarter budget exhaustion.
I've found this on the Google Ads Status Dashboard, there's an active incident on Google Ad Manager since March 25:
[ads.google.com...]

Not sure if it's related though. The timing is close but my drop started on the 29th, not the 25th. And it still doesn't explain why only Sweden is affected and not other countries.

Eivind

7:01 pm on Apr 1, 2026 (gmt 0)

Same for two sites I have in Norway. RPM down 80% starting 29. march. Also all ads is junk / not norwegian ads. Anyone found any info around this?

de_lu_xe

9:41 pm on Apr 1, 2026 (gmt 0)

Confirming the same pattern here. Swedish traffic, RPM down ~70% since March 29, still no recovery as of April 1.
A few additional data points:

Running both Google Ad Exchange and AdSense � both are affected equally, which suggests the issue might be on the demand side rather than anything specific to a single ad setup.
CPM tanked, CTR normal � consistent with what others are seeing.
Fill rate cut in half.
US and Finland unaffected. Other Nordic countries have too little traffic on my end to be statistically reliable.

Has anyone been in contact with Google about this?

not2easy

10:30 pm on Apr 1, 2026 (gmt 0)

A belated Hello and Welcome all to WebmasterWorld [webmasterworld.com] I hope you all can receive useful responses here.

That welcome link above offers tips on using the forums' features and settings.

Eivind

6:30 am on Apr 2, 2026 (gmt 0)

Google just gives me this #*$!:

I can understand the importance of verifying if there are any implementation issues, considering the drop in Revenue per Mile (RPM) over the last 24 hours. While our team is unable to provide direct assistance, we have several resources available so you can make the most of your current setup:

Set up ads on your site
AdSense Program Policies
Appreciate your understanding in this matter. Let me know if I can help you with anything else.

de_lu_xe

6:55 am on Apr 2, 2026 (gmt 0)

Google seems to have confirmed the issue on their Ads Status Dashboard. They are aware of a problem with Google Ad Manager affecting a subset of publishers in the EMEA region, with a decline in Ad Exchange match rates and revenue starting around March 29th:
[ads.google.com ]

surfgatinho

2:33 pm on Apr 2, 2026 (gmt 0)

Again?!
I'm in the UK and had been seeing fairly reasonable RPMs again (after pretty bad). Now, when it should be shooting up, RPM is going down. And yes, it seems to be from the 29th March.

This and I seem to be seeing a lot of the same horrible, generic ads

krask

4:46 pm on Apr 2, 2026 (gmt 0)

Based in Sweden, I�ve noticed this across all my sites using AdSense. Traffic or revenue has dropped by about 70% starting March 29.

It�s very strange, and I�m hoping it will resolve itself.

At first, I suspected it might be related to the latest Transparency and Consent Framework (TCF v2.3), which was introduced on February 28, and that consent from the previous framework might expire after 30 days, around March 29. However, I�ve ruled that out since all of my sites were affected.
I�ve ruled that out since all of my sites were affected equally, and the compliance integrations are set up differently across each site.

As some others also noted, most ads visibel now are also pure junk.

krask

5:57 am on Apr 3, 2026 (gmt 0)

Today it has recovered for me. Just as quick as it fell, as quick has it risen.

stivoman

6:44 am on Apr 3, 2026 (gmt 0)

I�m seeing the same thing, full recovery as of today. Keeping my fingers crossed for everybody else affected.

Eivind

8:35 am on Apr 3, 2026 (gmt 0)

Totalt recovered here, with the highest RPM I ever seen today..

elf98

11:29 am on Apr 3, 2026 (gmt 0)

Full recovery here as well! And RPM has actually almost doubled compared to before the drop!