An integrated application setup enables the generation and expression of application customization intent in a generic manner that is indifferent to the way in which the customization intent is implemented. A customization application integrates the process of customizing a target application with the standard setup process for the target application. The customization application allows a user to review customization options for the target application and to specify customization intent through an application configuration user interface (UI). The customization application then generates customization XML that expresses the user's customization intent.