Location: App Analysis > App Engagement > App Retention
Description: Early Churn refers to the percentage of users that abandon the app at an earlier stage after installation, relative to other users. The ‘Early Churn’ day is always under 2 days and it differs between apps, based on their own unique retention rate.
Early Churn is one of two metrics that we use at SimilarWeb to measure an app’s retention rate (the other being Loyal Percentage). We attach an additional metric to the Early Churn metric called Median Lifetime, which shows us the number of days post installation during which 50% of Early Churn users stop using the app.
Business Implications: Early Churn, together with Loyal Percentage, represent 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).