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I've never had to set up a heater horizontally until my most recent tank. I know the directions suggest not to for best results, does it actually matter?
Orientation isn't that important. Try to place it near the filter outflow where the current will distribute it to avoid hot and cold spots. Make sure it's not touching the gravel where it may get too hot.
Depending where you are, sometimes they have to state in their directions not to orientate/position the heater in a certain way due to legislation. It is however perfectly fine to place them in either direction. I have mine diagonally across the back of the aquarium.