Digital Marketing Glossary

All #0-9 A B C D E F G H I J K L M N O P Q R S T U X

UI design

User Interface (UI) design refers to every visual element that appears on a webpage. UI designers have the make the decisions on how things look and feel so customers can easily navigate a website’s interface.

Under delivery

When the agreed goals associated with a certain campaign fall short. This could be related to any metrics including page views, conversions, lower goal conversions etc.

Unique visitors

The number of new visitors to a website. Even if they visit more than once, but they will be recorded as one unique user.


The unique address of a website, starting with www.

Usability testing

Ensuring that your website is suitable for users, for example, are the CTAs in the right places, is the site desktop, tablet and mobile friendly etc.

USP (Unique Selling Point)

What makes your product or service stand out? What’s special about it or how does it differ from competitors?


A utm_id is a classification campaign code used for Google Analytics. Classifications make the lives of marketers easier, as it enables them to track their campaign URLs in their analytics platforms.

UTM parameters

UTM parameters are simply tags that you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking purposes. The most common parameters are medium, source, campaign, term, content. However, parameters are versatile and can be customized according to what you want to track. The biggest disadvantage of UTM parameters is the sensitivity towards an ununified system of definition (aka marketers using their own terms, lower- and upper-case letters, special symbols etc.) that might cause data fragmentation.

UX (User Experience)

UX is an important one when it comes to websites. You can your visitors to be able to navigate your site effectively and easily, so UX focuses on the experience a user has when they visit your site. How efficient is it? How easily can they find the information they want?

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