Meta Business Help Centre

About the customer value column

When you create a custom audience using a customer list, you will be asked if your customer list includes a column for customer value.

Customer value is a number value that you assign customers to quantify the customer qualities that you consider most desirable. You choose what you value. Depending on your business, "value" could have many definitions including order value, number of items ordered, membership or customer lifetime value.

Adding a customer value column in your customer list allows you to create a customer value custom audience.

You can use your customer value custom audience to:

Deliver ads to existing valuable customers.
Exclude valuable customers.
Create a value-based Lookalike Audience to find people similar to valuable customers.

Examples of customer value

The customer value column must list decimal or whole numbers.

Some businesses define their valuable customers using these values:

Value	Format
Average order value	Enter the cost of the order, e.g. 35 for USD 35.
Number of items ordered	Enter an amount of items, e.g. 4 for 4 items in an order.
Membership	Enter 0 (not a member) or 1 (is a member).
Customer lifetime value	Enter a numeric representation of the net profit that you predict will be attributable to a given customer over the duration of your relationship with them.