If you’ve ever gotten tangled up in the HighLevel jungle trying to figure out whether you need a custom value or a custom field… you’re not alone.
This is one of those deceptively simple things that can either make your system run like a well-oiled machine—or send you into a spiral of duplicated data and janky workflows 😵💫
Luckily, I hopped on a recent Zoom call with the legend himself, Mario Aldayuz (Head of Partnerships at HL Pro Tools), where we broke down exactly when and why to use each one—and how getting it wrong can mess with your entire flow.
Let’s simplify this once and for all 👇
First Things First: What’s the Difference?
It’s easy to confuse the two because they both involve inserting dynamic data into your assets—but their purpose is totally different.
Custom Values = Account-Wide Variables
Think of custom values as global variables for your agency or sub-account. You set it once, and it shows up everywhere.
📌 Perfect for:
- Business hours
- Disclaimers or legal copy
- Mortgage rates
- General pricing
- Location info
Let’s say a client changes their store hours. If you’ve used a custom value like {{custom_value.store_hours}}, you just update it in one place and BOOM—every email, funnel, and form reflects the change instantly. No hunt-and-edit required.
Custom Fields = Contact-Specific Data
Custom fields, on the other hand, are tied to individual leads or contacts.
📌 Perfect for:
- First names, birthdays, zip codes
- Appointment times
- Purchase histories
- Custom quiz answers
- Anything you’d see in a contact record
Custom fields shine when you’re personalizing communication. For example, “Hey {{contact.first_name}}, your order is on the way!” 👏
A Real-Life Example (This Blew My Mind)
Mario dropped a great one on the call:
🏡 Imagine you’re running lead gen campaigns for mortgage brokers.
You can:
- Use a custom value to set the current interest rate at 6.25% — and update it account-wide in seconds.
- Use custom fields to track individual applicants’ names, loan types, and income levels.
No manual updates. No outdated data. Just smart automation.
Actionable Takeaways (Save These!)
Here’s how I keep it straight in my own builds:
🔄 Use Custom Values for:
- Info that applies to everyone in the account
- Stuff that might change regularly (like business hours, rates, etc.)
👤 Use Custom Fields for:
- Anything that’s unique to the contact
- Personalized data that drives engagement
Pro Tip: Always name your custom values and custom fields clearly. {{custom_value.store_hours}} is way more useful than {{custom_value.custom1}}.
Why This Matters More Than You Think
When you scale your agency—or launch SaaS offers—this kind of clarity saves:
- Hours of manual cleanup 🧹
- Embarrassing automation fails 🤦♂️
- Missed personalization opportunities 💸
And if you’re building snapshots or white-labeling solutions? Getting this right is the difference between chaos and consistency.
Want to Learn the HighLevel Stuff That Actually Moves the Needle?
That’s exactly what we’re doing over at gohighlevele.com.
Whether you’re looking for done-for-you templates, training, or the inside scoop on game-changing updates, this is where serious SaaS builders go to level up their HighLevel skills.
Check it out, steal some tools, and let’s make your workflows cleaner, faster, and more profitable. 🔥