A solid app launch marketing plan starts well before release day and keeps going long after it. Most of the work that determines a good launch, like tracking setup, store listings, audience research, creative and a waiting list, has to be done while the app is still in development. Launch week itself is short; the weeks that follow are where you learn which channels and messages bring users who stay.
The guides in this category lay out that timeline in phases. They cover pre-launch preparation, including analytics events, attribution, store listing assets, pre-registration or pre-orders, and early audience building. They walk through a launch-week checklist for both stores and the first paid tests, then describe how to run the first 90 days: shifting budget toward what works, refreshing creative, and watching activation, retention and cost per key action rather than downloads alone.
We also discuss how to split a limited budget across paid channels, ASO and owned channels, and how to adjust as data comes in. Every Appryze app build includes one month of launch marketing alongside free store submission. Our app marketing page explains what that covers.
A launch plan should cover goals and target users, tracking and attribution setup, store listing assets for both stores, a launch date and checklist, owned channels like email and social, paid tests by channel, a budget, the metrics you will review and who is responsible for each task.
Collect a waiting list through a simple landing page, share progress in communities where your target users already gather, offer early access or beta testing, use App Store pre-orders or Google Play pre-registration, and prepare content and press outreach that explains the problem your app solves.
A soft launch releases the app in a limited set of countries or to a small audience before the main launch. Teams use it to test stability, onboarding, retention and ad costs at lower risk, then fix issues and refine messaging before spending heavily in priority markets.
Share your app and goals. We'll send a channel plan, starting budget and the first creatives we'd test — free, within 48 hours.
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