Loyal refers to the percentage of users that use the app for a longer period of time after installation, relative to other users. The ‘Loyal’ day is always above 2 days and it differs between apps, based on their own unique retention rate.

The Loyal percentage together with Early Churn represents two repeating patterns of usage that we’ve identified: users that tend to stay longer (Loyal), and users that abandon the app at an early stage (Early Churn). We attach another metric to the Loyal Percentage metric called Median Lifetime, which shows us the number of days post-installation during which 50% of Loyal users stop using the app.

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