Keyword Installs vs Package Installs

The core difference is configuration. A keyword install is ordered for a specific store search phrase and market. A package install is ordered for an app identifier or listing path without keyword-search context. Neither type guarantees ranking, and both may create platform-policy risk depending on the underlying activity.

Key takeaways

• Keyword installs add a search term to the campaign configuration.
• Package installs do not provide keyword-search context.
• Both types have a 5-unit minimum on Appeak.
• Delivery, rank observations and first-party acquisition should be measured separately.

What is a keyword install?

A keyword install order identifies an app, store, keyword, country or storefront, quantity and schedule. Because the order has a keyword-market pair, Appeak can attach a daily rank series for that same pair.

On iOS, the market is an App Store storefront. Apple says the customer's Apple Account country or region determines the storefront. On Android, the market is a Google Play country controlled by the app's distribution settings.

What is a package install?

A package install is configured around an app listing or package identifier rather than a search term. It can answer whether the requested direct delivery was fulfilled, but it should not be described as a keyword-search campaign.

Without a configured keyword, a later keyword-rank change cannot be attributed to the package order. Teams can still monitor broader store performance, but the measurement question is different.

How do setup and pricing compare?

Feature	Keyword install	Package install
Search term required	Yes	No
Market required	Yes	Yes
Daily keyword rank series	Included for configured pair	Not inherent to order type
Minimum order	5	5
iOS tier range	$0.15-$0.30	$0.13-$0.25
Android tier range	$0.09-$0.18	$0.06-$0.12
Ranking guarantee	No	No

Rates are from the Appeak pricing page as of August 14, 2026. The applicable checkout rate depends on loyalty tier.

Which type fits each measurement question?

Choose a keyword install when the question names an exact search term and market. Choose a package install when the question is limited to direct delivery for the app identifier. Do not choose package delivery as a cheaper substitute and then interpret it as keyword-attributed acquisition.

For iOS campaign controls, see buy iOS keyword installs. For country-level Google Play controls, see Android keyword installs. The combined app install campaign page shows both order types.

Do the platform-policy risks differ?

Apple prohibits manipulating App Store discovery, including charts, search, reviews and referrals. Google prohibits manipulating app placement, ratings, reviews or install counts. The policy language is not limited to one Appeak order label.

That means a package order is not automatically lower-risk because it lacks a keyword, and pacing does not create a compliance exemption. Developers should review the official policies and obtain appropriate advice before using any third-party service.

How should results be reported?

Report requested and delivered units first. For keyword orders, add the daily rank series for the configured market. Then review first-party acquisition separately in App Store Connect or Play Console. State competing explanations and avoid terms such as guaranteed lift or organic result unless the evidence truly supports them.

Frequently asked questions

Do package installs include daily keyword tracking?

Not inherently. A package order has no configured search term. Keyword tracking belongs to a separately defined keyword-market pair.

Which option is cheaper?

Package installs currently have lower unit rates, but price should follow the measurement question. The cheaper type cannot replace missing keyword context.

Can either option guarantee rank?

No. Apple and Google control discovery and enforcement. Appeak measures delivery and, for keyword orders, daily position snapshots.

Can I cancel either order type?

Active orders can be cancelled while eligible undelivered volume remains. Delivered units are not refunded based on rank performance.

Is a package install the same as an organic install?

No. Package is an Appeak order classification. It should not be labeled organic or treated as proof of unpaid user demand.

References

• Apple, App Review Guidelines, retrieved 2026-08-14.
• Apple, Manage availability for your app on the App Store, retrieved 2026-08-14.
• Google Play, User Ratings, Reviews, and Installs, retrieved 2026-08-14.
• Google Play, Requirements for distributing apps in specific countries/regions, retrieved 2026-08-14.