Marketing Terms

—U— Marketing Terms starting with U

underdelivery – Delivery of less impressions, visitors, or conversions than contracted for a specified period of time.

unique visitors – Individuals who have visited a Web site (or network) at least once in a during a fixed time frame.

Universal Analytics – The version of Google Analytics prior to Google Analytics 4 (“GA4”).

upselling – Trying to persuade shoppers to buy a more expensive product or package than what were considering.

URL – Location of a resource on the Internet.

usability – (see Web site usability)

UTM codes – A group of Google Analytics tracking parameters added to the end of URLs to track the effectiveness of marketing campaigns. (UTM = Urchin Tracking Module, from the Urchin analytics software that preceded Google Analytics.)

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