Meta Developers

Creating a pre-launch listing through the Developer Dashboard helps you initiate marketing campaigns and build a community for your app before its launch. There are two types of pre-launch listings:

Coming soon pages let users wishlist your app and notify them when it launches or has future sales.
Pre-order pages, similar to coming soon pages, allow users to commit to purchasing the app. Users are charged 24 hours before the launch date.

Once your pre-launch listings are set and you’re ready to launch, submit a full release for immediate app purchase and download.

Eligibility and guidelines

Pre-order prices can’t be changed during the pre-order period.
You can only create coming soon and pre-order pages during the initial app submission process.
Meta cannot create a pre-launch listing if the app has already been submitted.
Coming soon and pre-order pages are subject to approval. The app submission process must be completed and approved before the pre-launch listing goes live.
Create a coming soon page up to 180 days and a pre-order page up to 90 days before launch.
Ensure you are launch-ready 14 days before your intended app release date by completing a full release submission and setting a release date after Meta approves your pre-launch listing.

Meta Horizon Store listings

The Store features a dedicated Coming Soon & Pre-Orders section in the Store showcasing upcoming releases. While the Store may promote pre-launch apps, rely on your marketing efforts to attract an audience.

Best Practices

Start early by creating a coming soon page as soon as your product details and assets are ready. Convert this to a pre-order page to begin sales as you approach the launch.
Set a realistic release date to avoid customer disappointment.
If at 14 days before your intended app release date you do not have a Meta-approved full release with a scheduled date, submit another pre-order with a future date. Out of platform obligations to your customers, if at 2 days prior to your intended app release date, you do not have a Meta-approved full release with a scheduled date, order fulfillment for your pre-orders will be paused until a new launch date is provided. For more information, see Meta Horizon Store Policies.
Actively market your app using various platforms to drive traffic to your pre-launch page. For more information, see Short Links.
Offer incentives like a free add-on to encourage pre-orders.

Create a pre-launch listing

To create a pre-launch listing:

Go to the Developer Dashboard and select your app.
From the left-side navigation, select Distribution and then click App Submissions.
Select the app version to submit and start filling in the app data and metadata.
In the Pricing tab, choose Pre-Order or Coming Soon as your Listing Type. For pre-orders, set the app price and consider including a free add-on to boost pre-orders. Remember, the price cannot change once set.
Select a Release Date Granularity that matches your confidence in meeting the timeline.
Define your Intended App Release Date based on the chosen granularity.

Update a pre-launch listing

Once your pre-launch listing is created, you can make limited changes by creating another app submission.

Allowed changes

Switch from coming soon to pre-order.
Modify the release date and/or its granularity.

Prohibited changes

The following changes are not allowed:

Reverting from pre-order to coming soon, as it cancels all existing pre-orders.
Changing the pre-order price once approved.
Adding or removing add-ons included in the pre-order.
Moving the release date to within 2 weeks of the current date to allow users ample time to cancel if needed.

Add-on incentives

Add-ons are great as incentives for people to pre-order your app.

To include add-ons in a pre-order:

Add-ons must be free to be included in a pre-order.
Leave Show In Store unchecked.

If you want to sell the add-on in the store once the app launches, submit a separate add-on with Show In Store checked and the desired price selected.

Price A/B Testing

Price A/B testing is available for both coming soon and pre-order listings. Price A/B testing can be an effective tool to increase your total number of app conversions. By publishing two different versions of an app’s pre-launch product detail page (PDP), you can compare the conversion rates (purchases) between them to see which performs better.

You can set up price A/B testing in the Developer Dashboard. For more information, see:

Submit a full release

After you have configured your pre-launch listings and are ready to launch your app, create a full release. If you aren’t launch ready 14 days before your original intended app release date, submit a new pre-order for your app with a later release date. To submit a full release for your app:

Go to the Developer Dashboard and select your app.
From the left-side navigation, select Distribution and then click App Submissions.
Click on the version of the app that you want to submit and begin to fill in the data and metadata for your app.
When you get to the Pricing tab, from Listing Type, select Full Release.
Complete the Build tab. For more information, see Uploading Your VR Apps.
Complete the App Metadata tab.
Select Submit for Review.
Wait for Meta-approval. You will receive an email once the full release is approved by Meta.
To complete the full release submission, you must set a release date. This will result in your full release being scheduled for visibility on the Store.

Pre-Order analytics

Pre-order metrics can be viewed from the Developer Dashboard. From the left-side navigation, expand Analytics and then click Revenue to view the following metrics:

Pre-release

Unique pre-orders - The number of orders for your app before it’s released. This doesn’t include canceled pre-orders.
Projected revenue - The approximate amount of money you’re projected to earn through pre-orders, before tax and discounts.

Post-release

Fulfilled - The number of pre-orders for which payment was successfully collected. Payment is collected 24 hours before apps are released.
Unfulfilled - The number of pre-orders for which payment couldn’t be collected. This doesn’t include canceled pre-orders.
Fulfillment rate - The percentage of pre-orders for which payment was successfully collected. Payment is collected 24 hours before apps are released. Fulfillment rate is rarely 100% due to payment method failures.
Revenue - The approximate amount of money earned through pre-orders, after tax and discounts. Revenue doesn’t include any in-app revenue or Meta Horizon platform fees.

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