The Audience Loyalty metrics show the percentage of visitors who exclusively visit the site versus those who visit two or more sites in one session. A higher the percentage of exclusive visitors indicates greater audience loyalty.
Website's Audience Loyalty reflects the proportion of monthly unique visitors who also visited other sites within the same industry.
Loyalty Traffic Share reflects the percentage of monthly unique visitors who visit just that website versus other websites compared to the industry average.
Both metrics are based on unique visitors.
Help article and FAQs: Analyze Audience Overlap and Loyalty