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What your site actually needs, what's nice to have, and what only matters if you run ads or sell B2B.
Actually required to have a website
DNS setup points your domain name to your server. Without it, typing your domain into a browser leads nowhere. Non-negotiable.
Security certificates (SSL/TLS, the "https://" lock) are also essential — modern browsers warn users away from sites without one. Free through Let's Encrypt or bundled with most hosts.
Required if your domain sends email
DKIM is an email authentication standard that proves messages from your domain are really from you. Only matters if you're sending email from your domain (newsletters, password resets, etc.). If your site doesn't send mail, ignore it.
Basic analytics (cheap, common, broadly useful)
Google Analytics is the standard free tool for seeing who visits your site, where they come from, and what they do.
UTM parameters are tags you append to URLs (?utm_source=instagram) so you can tell which post, email, or ad drove the visit.
Event tracking logs specific actions like button clicks or video completions, usually configured inside Google Analytics.
Cookies are small data files stored in the browser — needed for logins and sessions, but also used for tracking, which is why you see consent banners.
Paid advertising stack (only matters if you run ads)
Pixel implementation means pasting tracking snippets (Meta Pixel, TikTok Pixel, LinkedIn Insight Tag) into your site so ad platforms can see your visitors.
Conversion tracking measures when visitors do what you wanted — purchase, sign up, book a call.
Retargeting / remarketing shows ads to people who already visited your site.
Meta Ads Retargeting, Google Ads Remarketing, and LinkedIn Matched Audiences are just the platform-specific names for retargeting — same concept, different ad network.
Social tracking is basically the same thing applied across social platforms.
Attribution tracking tries to figure out which ad or channel deserves credit when someone buys after seeing multiple touchpoints.
Server side tracking sends these events from your server instead of the visitor's browser — more reliable, harder to block, but an advanced upgrade most small sites don't need.
B2B lead-generation stack (only for selling to businesses)
Deanonymization and reverse IP tracking try to figure out who anonymous website visitors are by matching their IP address against databases of company networks.
Clearbit Reveal, Leadfeeder, and Albacross all do this — they tell you which companies are browsing your site.
RB2B goes further and tries to identify the individual person (US-only, B2B-only, controversial on privacy grounds).
CRM enrichment is the follow-up step: once you have a lead's email, services like Clearbit auto-fill their job title, company size, industry, etc. into your CRM.
The last two sections are where the cost and complexity live, and they're only worth it if you're actually running paid ads or doing B2B outbound sales. For most websites, the first three sections cover everything.