diff --git a/confidence_interval_display.py b/confidence_interval_display.py
index b69956d..5c41106 100644
--- a/confidence_interval_display.py
+++ b/confidence_interval_display.py
@@ -313,6 +313,8 @@ class MetricFormatter(object):
     if_flip_color: A boolean indicating if to flip green/red coloring scheme.
     hide_null_ctrl: If to hide control value or use '-' to represent it when it
       is null,
+    neutral_value: The value representing no change, used to determine coloring
+      thresholds.
     form_lookup: A dict to look up formatting str for the display.
     unit_lookup: A dict to look up the unit to append to numbers in display.
 
@@ -321,16 +323,20 @@ class MetricFormatter(object):
       include html classes used to style with CSS.
   """
 
-  def __init__(self,
-               metric_formats=None,
-               if_flip_color=None,
-               hide_null_ctrl=False):
+  def __init__(
+      self,
+      metric_formats=None,
+      if_flip_color=None,
+      hide_null_ctrl=False,
+      neutral_value=0.0,
+  ):
     metric_formats = metric_formats or {}
     metric_formats.setdefault('Value', 'absolute')
     metric_formats.setdefault('Ratio', 'absolute')
     self.if_flip_color = if_flip_color
     self.hide_null_ctrl = hide_null_ctrl
     self.metric_formats = metric_formats
+    self.neutral_value = neutral_value
     self.form_lookup = {
         'percent': '{:.2f}',
         'absolute': '{:.4f}',
@@ -406,13 +412,15 @@ def __call__(self, x, div=_div, span=_span, line_break_join=LINE_BREAK.join):
       res = line_break_join([value_formatted, ratio_formatted, ci_formatted])
     res = div(res)
 
-    ci_lower = ci_lower if ci_lower is not None else 0
-    ci_upper = ci_upper if ci_upper is not None else 0
-    if ((ci_lower > 0 and not self.if_flip_color) or
-        (ci_upper < 0 and self.if_flip_color)):
+    ci_lower = ci_lower if ci_lower is not None else self.neutral_value
+    ci_upper = ci_upper if ci_upper is not None else self.neutral_value
+    if (ci_lower > self.neutral_value and not self.if_flip_color) or (
+        ci_upper < self.neutral_value and self.if_flip_color
+    ):
       return div(res, 'ci-display-good-change ci-display-cell')
-    if ((ci_upper < 0 and not self.if_flip_color) or
-        (ci_lower > 0 and self.if_flip_color)):
+    if (ci_upper < self.neutral_value and not self.if_flip_color) or (
+        ci_lower > self.neutral_value and self.if_flip_color
+    ):
       return div(res, 'ci-display-bad-change ci-display-cell')
     return div(res, 'ci-display-cell')
 
@@ -449,11 +457,14 @@ def dimension_formatter(x,
   return div(div(line_break_join(d)))
 
 
-def _get_formatter(df,
-                   dims,
-                   if_flip_colors,
-                   hide_null_ctrl=False,
-                   metric_formats=None):
+def _get_formatter(
+    df,
+    dims,
+    if_flip_colors,
+    hide_null_ctrl=False,
+    metric_formats=None,
+    neutral_values=None,
+):
   """Returns a custom formatter for df.
 
   Args:
@@ -468,6 +479,7 @@ def _get_formatter(df,
       'Value' and 'Ratio'. Values can be 'absolute', 'percent', 'pp' or a
       formatting string. For example, '{:.2%}' would have the same effect as
       'percent'. By default, Value is in absolute form and Ratio in percent.
+    neutral_values: A dict mapping metric names to their neutral values.
 
   Returns:
     A dict which can be used as a custom formatter for
@@ -480,8 +492,19 @@ def _get_formatter(df,
     elif col == 'Dimensions':
       custom_formatter[i] = dimension_formatter
     else:
-      custom_formatter[i] = MetricFormatter(metric_formats, if_flip_colors[i],
-                                            hide_null_ctrl)
+      col_formats = {'Value': 'absolute', 'Ratio': 'absolute'}
+      if metric_formats:
+        col_formats['Value'] = metric_formats.get('Value', col_formats['Value'])
+        col_formats['Ratio'] = metric_formats.get('Ratio', col_formats['Ratio'])
+        if col in metric_formats and isinstance(metric_formats[col], dict):
+          col_formats.update(metric_formats[col])
+      neutral_val = neutral_values.get(col, 0.0) if neutral_values else 0.0
+      custom_formatter[i] = MetricFormatter(
+          col_formats,
+          if_flip_colors[i],
+          hide_null_ctrl,
+          neutral_value=neutral_val,
+      )
   return custom_formatter
 
 
@@ -583,6 +606,7 @@ def get_formatted_df(
     auto_add_description=True,
     show_metric_value_when_control_hidden=False,
     return_pre_agg_df=False,
+    neutral_values=None,
 ):
   """Gets the formatted df with raw HTML as values in every cell.
 
@@ -591,7 +615,7 @@ def get_formatted_df(
       description (if provided)
       experiment id
       dim1 * dim2 *...
-  If not aggregate_dimensions, the dimension info will be spreaded into multple
+  If not aggregate_dimensions, the dimension info will be spreaded into multiple
   columns at left of the display.
   All the remaining columns are for metrics. Each cell, if in control rows, will
   display a single value, for the experiment rows, will show three rows,
@@ -670,6 +694,9 @@ def get_formatted_df(
       False. If True, we also display the raw metric value, otherwise only the
       change and confidence interval are displayed.
     return_pre_agg_df: If to return the pre-aggregated df.
+    neutral_values: A dict mapping metric names to their neutral values. The
+      neutral value is used to determine if a change is good/bad for coloring.
+      Defaults to 0.0 for all metrics.
 
   Returns:
     A DataFrame with raw HTML in each cell ready to be rendered. If
@@ -731,8 +758,14 @@ def get_formatted_df(
   flip_color = flip_color or []
   if_flip_colors = [c in flip_color for c in formatted_df.columns]
 
-  custom_formatters = _get_formatter(formatted_df, dims, if_flip_colors,
-                                     hide_null_ctrl, metric_formats)
+  custom_formatters = _get_formatter(
+      formatted_df,
+      dims,
+      if_flip_colors,
+      hide_null_ctrl,
+      metric_formats,
+      neutral_values=neutral_values,
+  )
   formatted_df = formatted_df.rename(columns={
       'Experiment_Id': expr_id,
       'Description': description
@@ -793,6 +826,7 @@ def render(
     show_metric_value_when_control_hidden=False,
     return_pre_agg_df=False,
     return_formatted_df=False,
+    neutral_values=None,
 ):
   """Gets the formatted df with raw HTML as values in every cell.
 
@@ -801,7 +835,7 @@ def render(
       description (if provided)
       experiment id
       dim1 * dim2 *...
-  If not aggregate_dimensions, the dimension info will be spreaded into multple
+  If not aggregate_dimensions, the dimension info will be spreaded into multiple
   columns at left of the display.
   All the remaining columns are for metrics. Each cell, if in control rows, will
   display a single value, for the experiment rows, will show three rows,
@@ -881,6 +915,9 @@ def render(
       change and confidence interval are displayed.
     return_pre_agg_df: If to return the pre-aggregated df.
     return_formatted_df: If to return raw HTML df to be rendered.
+    neutral_values: A dict mapping metric names to their neutral values. The
+      neutral value is used to determine if a change is good/bad for coloring.
+      Defaults to 0.0 for all metrics.
 
   Returns:
     Displays confidence interval nicely for df, or aggregated/formatted if
@@ -911,6 +948,7 @@ def render(
       auto_add_description,
       show_metric_value_when_control_hidden,
       return_pre_agg_df,
+      neutral_values=neutral_values,
   )
   if return_pre_agg_df or return_formatted_df:
     return formatted_df
diff --git a/confidence_interval_display_test.py b/confidence_interval_display_test.py
index d9e679c..8d7ca1c 100644
--- a/confidence_interval_display_test.py
+++ b/confidence_interval_display_test.py
@@ -101,6 +101,55 @@ def test_normal(self):
         auto_add_description=False)
     testing.assert_frame_equal(expected, actual, check_names=False)
 
+  def test_get_formatted_df_with_neutral_values(self):
+    expected = pd.DataFrame(
+        {
+            'Country': [
+                '<div>GB</div>',
+                '<div>GB</div>',
+                '<div>US</div>',
+                '<div>US</div>',
+            ],
+            'Experiment_Id': [
+                '<div>expr_foo</div>',
+                '<div>42</div>',
+                '<div>expr_foo</div>',
+                '<div>42</div>',
+            ],
+            'PLA_CONV_CVR': [
+                '<div class="ci-display-cell">0.7870</div>',
+                LINE_BREAK.join((
+                    '<div class="ci-display-cell"><div>0.7700',
+                    '<span class="ci-display-ratio">-1.4000</span>',
+                    (
+                        '<span class="ci-display-ci-range">[-5.0350,'
+                        ' 2.2350]</span></div></div>'
+                    ),
+                )),
+                '<div class="ci-display-cell">0.2160</div>',
+                LINE_BREAK.join((
+                    '<div class="ci-display-cell"><div>0.2220',
+                    '<span class="ci-display-ratio">2.7900</span>',
+                    (
+                        '<span class="ci-display-ci-range">[0.7300,'
+                        ' 4.8500]</span></div></div>'
+                    ),
+                )),
+            ],
+        },
+        columns=['Country', 'Experiment_Id', 'PLA_CONV_CVR'],
+    )
+    actual = confidence_interval_display.get_formatted_df(
+        DF_WITH_DIMENSIONS,
+        dims=['Country'],
+        aggregate_dimensions=False,
+        show_control=True,
+        ctrl_id='expr_foo',
+        auto_add_description=False,
+        neutral_values={'PLA_CONV_CVR': 1.0},
+    )
+    testing.assert_frame_equal(expected, actual, check_names=False)
+
   def test_add_control_rows_on_no_cotrol_rows(self):
     expected = pd.DataFrame({
         'CI_Lower': [5.0, np.nan],
@@ -559,6 +608,39 @@ def test_metric_formatter_with_negative_ci_flip_color(self):
         (1.2, -1.1, -1.02, -1.18))
     self.assertEqual(expected, actual)
 
+  def test_metric_formatter_with_neutral_value_good(self):
+    expected = LINE_BREAK.join((
+        '<div class="ci-display-good-change ci-display-cell"><div>1.2000',
+        '<span class="ci-display-ratio">1.1000</span>',
+        '<span class="ci-display-ci-range">[1.0200, 1.1800]</span></div></div>',
+    ))
+    actual = confidence_interval_display.MetricFormatter(neutral_value=1.0)(
+        (1.2, 1.1, 1.02, 1.18)
+    )
+    self.assertEqual(expected, actual)
+
+  def test_metric_formatter_with_neutral_value_bad(self):
+    expected = LINE_BREAK.join((
+        '<div class="ci-display-bad-change ci-display-cell"><div>1.2000',
+        '<span class="ci-display-ratio">0.9000</span>',
+        '<span class="ci-display-ci-range">[0.8200, 0.9800]</span></div></div>',
+    ))
+    actual = confidence_interval_display.MetricFormatter(neutral_value=1.0)(
+        (1.2, 0.9, 0.82, 0.98)
+    )
+    self.assertEqual(expected, actual)
+
+  def test_metric_formatter_with_neutral_value_neutral(self):
+    expected = LINE_BREAK.join((
+        '<div class="ci-display-cell"><div>1.2000',
+        '<span class="ci-display-ratio">1.0000</span>',
+        '<span class="ci-display-ci-range">[0.9800, 1.0200]</span></div></div>',
+    ))
+    actual = confidence_interval_display.MetricFormatter(neutral_value=1.0)(
+        (1.2, 1.0, 0.98, 1.02)
+    )
+    self.assertEqual(expected, actual)
+
   def test_dimension_formatter(self):
     x = {
         'Dim_1': 'Mobile',