Abstract: Technologies are disclosed herein for optimizing in-application purchase (IAP) items to achieve a developer-specified success metric. Application developers can define customer segments and a success metric for each segment. In-application purchase items (IAP) for an application can be tuned for each customer segment in an attempt to achieve the defined success metric. The disclosed techniques can automatically determine the most compelling combination of attributes for an IAP item, such as item price, behavior, definition, and timing. Based on contextual information received from a number of resources, such as an application store, an e-commerce system, and a user device, an optimization service can modify attributes of the IAP items for users in the customer segment to achieve the developer-specified success metrics.