It is widely assumed that the gap, Δ, between d x 2 −y 2 and d 3z 2 −r 2 orbitals in fluorides and oxides containing tetragonal Cu 2+ or Ag 2+ complexes directly reflects the tetragonal distortion in the MX 6 complex (M = d 9 ion; X = F − , O 2− ). This assumption on that relevant quantity is shown to be not correct through the study of pure K 2 CuF 4 -, KCuF 3 -, and Cu 2+ -doped KZnF 3 and K 2 ZnF 4 model compounds. Indeed, ab initio calculations prove that Δ in these insulating materials also depends on the internal electric field created by the rest of lattice ions on active electrons confined in a given CuF 6 4− complex. This internal field, especially important for layered compounds, is shown to explain all puzzling experimental facts on the d−d transitions of the studied systems and is of interest in the search of new Cu 2+ and Ag 2+ superconducting materials where a strong correlation between Δ and the transition temperature, T c , has been conjectured.