# Customize a data product

URL: /products/data/customize · Id: `page:products/data/customize`

> What each Offer and license changes, what a buyer shapes for itself, and what never varies between two buyers of the same records.

The records are the same for every buyer; the [Offer](/business/nouns/offer) decides what a buyer may do with them and how it pays. A buyer shapes its own use with its queries, its schedule and its keys.

## What an Offer changes
| An Offer sets | Example | Read |
| --- | --- | --- |
| `license` | `internal`, `display` or `redistribute` | [Licensing your data](/products/data/licensing) |
| Its [Price](/business/nouns/price) and unit | $49 a month for 50,000 lookups, then per thousand | [Pricing models](/products/pricing/models) |
| Its [Entitlements](/business/nouns/entitlement) | Lookups only, or lookups and bulk export | [Lock a feature to a plan](/products/offers/lock-a-feature-to-a-plan) |
| What a call past a [Limit](/business/nouns/limit) gets | `stop`, `overage` or `upgrade` | [Cap usage on a plan](/products/offers/cap-usage-on-a-plan) |
| Its uptime terms | 99.9% a month, with credits | [Promise uptime on a plan](/products/api/promise-uptime) |

Every Offer on a [Dataset API](/products/templates/dataset-api) starts from the same defaults. Misses are free, the same key twice inside 24 hours counts once, and a `test` key reads synthetic records.

## What a buyer shapes
| A buyer sets | How |
| --- | --- |
| Which records it reads | A filter or a saved query over the [Dataset](/business/nouns/dataset) |
| How it receives them | Lookups, an export on a cadence, or the change feed |
| Where bulk lands | A file in the [Portal](/business/nouns/portal), or its own warehouse |
| One key per job | A nightly sync key that may only read, a checkout key, an agent's key |

## What never varies
Every buyer reads the same value for the same key at the same time. A license changes what a buyer may do with a record, never the record.

## What the builder changes
The builder changes the [Noun](/business/nouns/noun), the [Sources](/business/nouns/source), the coverage and the refresh in the product file. Each change builds a new [Version](/business/nouns/version), and the Dataset's published facts change with it.