Found a hackish way to solve my problem:
<?xml version='1.0' encoding='windows-1252'?>
<Wix xmlns='http://schemas.microsoft.com/wix/2006/wi'>
<Product
Name='MVLicense Updater' Id='f8fc0a30-c138-1fe2-838b-0845200c9a66'
UpgradeCode='00ca86a0-c889-12e2-8f8b-0800200c9a66'
Language='1033' Version='1.0.0.0' Manufacturer='My Company'>
<Package Id='*' InstallerVersion='200' Compressed='yes' />
<Media Id='1' Cabinet='my.cab' EmbedCab='yes' />
<Directory Id='TARGETDIR' Name='SourceDir'>
<Directory Id='ProgramFilesFolder'>
<Directory Id='INSTALLDIR' Name='My-Updater'>
<Component Id='Readme' Guid='68fef080-c87b-34e2-8889-0824200c9a66'>
<File Id='ReadmeTXT' Name='readme.txt' Source='readme.txt' Vital='no' />
<RemoveFolder Id="INSTALLDIR" On="uninstall" />
</Component>
</Directory>
</Directory>
</Directory>
<Feature Id='Complete' Level="1">
<ComponentRef Id='Readme' />
</Feature>
<CustomAction Id="ForceError" Error="1602"/>
<CustomAction Id="RunMyUpdater" BinaryKey="MyUpdaterExe" ExeCommand="dummy" Return="check"/>
<InstallExecuteSequence>
<Custom Action='RunMyUpdater' After='InstallInitialize'></Custom>
<Custom Action="ForceError" After="RunMvlupdate"></Custom>
</InstallExecuteSequence>
<AdminExecuteSequence>
<Custom Action='RunMyUpdater' After='InstallInitialize'></Custom>
<Custom Action="ForceError" After="RunMyUpdate"></Custom>
</AdminExecuteSequence>
<Binary Id="MyUpdaterExe" SourceFile="dist\myupdater.exe" />
<UI>
<Error Id="1602">We have a problem</Error>
</UI>
</Product>
</Wix>
This does the job of running my executable that does some configuration stuff based on calling an internet service and then rolls back the installation because I force an error to occure.