We point out that in unimodular gravity Newton's constant is an essential coupling, i.e. it is independent of field redefinitions. We illustrate the consequences of this fact by a calculation in a standard simple approximation, showing that in this case the renormalization group flow of Newton's constant is gauge and parametrization independent.Unimodular gravity is a theory of gravitation in which the metric determinant is a fixed nondynamical density. Despite being almost as old as general relativity [1], and classically equivalent to it, unimodular gravity has never reached the popularity of the standard formulation. Nevertheless, it is from time to time retrieved by different authors (e.g. [2,3,4,5,6,7,8,9]) for a number of attractive features. Most notably, in unimodular gravity the cosmological constant appears as an integration constant rather than as a coupling in the action, and therefore it is not subject to quantum corrections. Such feature is of course attractive in the context of the cosmological constant problem, although by itself it is not a full solution [6]. The unimodularity constraint has also been argued to solve the problem of time [3], but that is also not free from difficulties [10]. At a more technical level, it can help us in several ways, for example, by recasting the action in polynomial form [2], or by getting rid of some ambiguities in the path integral measure (the DeWitt supermetric is trivially independent of the C-ambiguity).Ultimately, despite the several advantages that unimodular gravity (UG) has compared to general relativity (GR), the main big problems remain open also in this formulation, and in particular as a quantum theory UG is equally non-renormalizable as GR. Whether these two formulations of the classical theory both admit a UV completion in the quantum domain, and whether these would be equivalent as well, is an open question, and it will probably be so as long the challenge of quantizing gravity remains open. Preliminary calculations by Eichhorn [11,12] suggest that unimodular gravity might have a UV completion in the form of an asymptotic safety scenario [13,14], just like more extensive calculations have indicated for non-unimodular gravity (for a review up to 2012 see [15], for more recent results see [16,17,18] and references therein). In fact, from the point of view of a standard field theoretic quantization, the unimodularity constraint might be seen just as a (partial) gauge-fixing of the non-unimodular theory, as done recently in [19], and therefore one might expect equivalence between the two formulations. However, one should notice that when implementing the unimodularity condition as a gauge-fixing, the usual Faddev-Popov ghosts need to be included as well, whereas they are not needed if the restriction is part of the fundamental definition of the theory. We will discuss this point more explicitly in the following.In this note, we want to stress some features of unimodular gravity that make it appealing from the point of view of the renormalization group...