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How can I track email traffic sources using Google Postmaster Tools and DMARC reports?

Summary

Tracking email traffic sources involves using both Google Postmaster Tools (GPT) and DMARC reports, each with its strengths and limitations. GPT offers insights into spam rate, reputation, and feedback loops, but does not provide granular data on specific email providers. DMARC reports aggregate data on authentication results, and while they don't directly show traffic sources, analyzing them can help infer where mail streams are coming from by examining sending IP addresses. Experts recommend checking DMARC records across domains and subdomains and using a generic mailbox for RUA/RUF tags. Third-party tools like Valimail, Dmarcian, and EasyDMARC are crucial for parsing and visualizing DMARC aggregate reports, which include data on email volume and DMARC disposition. Combining DMARC reports with feedback loops can offer further insights into traffic origin and authentication performance. It's also important to understand SPF records for email source authentication. Continuous DMARC monitoring is vital for maintaining deliverability and sender reputation, and it’s essential to recognize that DMARC reports are usually sent once a day, causing potential delays.

Key findings

  • GPT Limitations: Google Postmaster Tools lacks granular traffic source data by provider.
  • DMARC Indirect Insight: DMARC reports allow for inferring traffic sources through analysis of authentication and IP addresses.
  • Third-Party Tools Crucial: Specialized DMARC reporting tools are essential for parsing complex data.
  • Continuous Monitoring: Regular DMARC monitoring is key to maintaining deliverability.
  • SPF Importance: Understanding SPF records is important for secure email authentication.

Key considerations

  • DMARC Record Review: Regularly audit DMARC records to prevent ESP hijacking.
  • Generic Mailbox: Use a generic mailbox for RUA/RUF tags for privacy.
  • Data Interpretation: Understand how to interpret IP addresses in DMARC reports to approximate traffic sources.
  • Third-Party Selection: Choose a DMARC reporting tool that suits analytical needs.
  • Feedback Loop Integration: Incorporate feedback loops for comprehensive traffic analysis.
  • Report Delays: Be aware that DMARC reports are usually sent daily, so real-time analysis is limited.

What email marketers say

12 marketer opinions

Tracking email traffic sources using Google Postmaster Tools and DMARC reports involves leveraging the insights provided by these tools, although they offer different levels of granularity. Google Postmaster Tools provides an overview of sending reputation, spam rates, and other key metrics, but it doesn't directly reveal traffic sources by email provider. DMARC reports, on the other hand, aggregate data from recipient mail servers about authentication results, allowing you to identify the sending IP addresses and correlate them with email service providers (ESPs) or sending platforms. Analyzing DMARC aggregate reports requires setting up a mailbox for receiving XML reports and then utilizing DMARC reporting tools (like Valimail, Dmarcian, EasyDMARC) to parse and visualize the data. Continuous monitoring and analysis of DMARC reports help identify legitimate email sources, understand authentication rates, and take action to improve deliverability, prevent spoofing, and enhance sender reputation. Due to the complexity of XML reports, it is often recommended to use third-party tools rather than parsing them manually.

Key opinions

  • GPT Limitations: Google Postmaster Tools provides general insights but lacks granular traffic source data by provider.
  • DMARC Analysis: DMARC reports offer details on sending IP addresses and authentication, which can be used to infer traffic sources.
  • Third-party Tools: Specialized DMARC reporting tools (e.g., Valimail, EasyDMARC) are crucial for parsing and visualizing DMARC data.
  • Continuous Monitoring: Ongoing DMARC monitoring is essential for maintaining deliverability and sender reputation.
  • Delayed Reports: DMARC reports are typically sent once a day, so insights are not immediate.

Key considerations

  • Report Setup: Properly configure a mailbox to receive DMARC XML reports.
  • Data Interpretation: IP addresses in DMARC reports need to be correlated with ESPs to determine traffic origin.
  • Tool Selection: Choose a DMARC reporting tool that provides user-friendly data visualization and analysis features.
  • Volume of Reports: Avoid directing DMARC reports to a personal email due to the high volume of XML data. Use a dedicated mailbox or reporting service.
  • Trust Third-Party: Using third party tools such as Valimail will increase the accuracy of the data as it can be hard to do yourself.

Marketer view

Email marketer from Valimail explains that Valimail's DMARC reporting solution provides a user-friendly interface to view and analyze DMARC data, which can help you understand the source of your email traffic, identify authentication issues, and prevent email spoofing.

24 Dec 2022 - Valimail

Marketer view

Email marketer from EmailToolTester shares that services like Valimail, Dmarcian, and EasyDMARC can process DMARC aggregate reports and present the data in an understandable format, enabling you to identify sending sources and authentication issues.

15 Aug 2021 - EmailToolTester

What the experts say

5 expert opinions

Experts suggest that tracking email traffic sources using Google Postmaster Tools and DMARC reports requires a nuanced approach. While Feedback-IDs can be utilized, the data granularity might not meet expectations. It's crucial to meticulously check DMARC records across domains and subdomains to prevent ESPs from hijacking reporting, which can create blind spots. For RUA/RUF tags, a generic mailbox is advised due to the public nature of the email. Though DMARC reports don't directly reveal traffic sources, analyzing aggregate data gives insight into authenticating sources; third-party tools are recommended. Combining DMARC aggregate reports with provider feedback loops offers broader insights into traffic origin, authentication performance, and potential abuse.

Key opinions

  • Feedback-ID Limitations: Google Postmaster Tools' Feedback-ID may not provide the desired level of granularity.
  • DMARC Hijacking: ESPs might hijack subdomain DMARC reporting, obscuring accurate data.
  • Generic Mailbox: Use a generic mailbox for RUA/RUF tags due to public visibility.
  • Indirect Source Inference: DMARC reports require analysis to infer traffic sources based on authentication.
  • Combined Insight: DMARC reports and provider feedback loops offer comprehensive traffic insights.

Key considerations

  • Granularity Expectations: Recognize the limitations of Feedback-ID data in Google Postmaster Tools.
  • DMARC Record Review: Regularly audit DMARC records across domains and subdomains to prevent hijacking.
  • Privacy: Avoid using personal emails for RUA/RUF tags; opt for generic mailboxes.
  • Third-Party Tools: Consider using third-party tools to analyze DMARC reports effectively.
  • Feedback Loop Integration: Utilize feedback loops from providers in conjunction with DMARC reports.

Expert view

Expert from Email Geeks suggests checking domains and subdomains for DMARC records, as some ESPs might hijack subdomain reporting, creating blind spots in the organization's domain reporting.

14 Nov 2021 - Email Geeks

Expert view

Expert from Email Geeks recommends a generic mailbox for RUA/RUF tags since the email in these tags is public.

21 Sep 2021 - Email Geeks

What the documentation says

4 technical articles

Documentation indicates that tracking email traffic sources using Google Postmaster Tools and DMARC reports involves understanding the data each tool provides. Google Postmaster Tools offers insights into spam rates, sender reputation, and feedback loops but does not directly identify specific email providers. DMARC reports aggregate data on authentication results, indicating if emails are authenticated correctly based on domain alignment rather than pinpointing specific providers. DMARC aggregate reports provide data on email volume and DMARC disposition (pass/fail), aiding in identifying potential sources and improving authentication. Understanding SPF records, although not directly tracking traffic sources, is essential for email source authentication and building a secure email environment as a component of DMARC.

Key findings

  • GPT Limited Source Data: Google Postmaster Tools doesn't provide specific email provider traffic origin.
  • DMARC Authentication Insight: DMARC reports show authentication results based on domain alignment.
  • Aggregate Report Utility: DMARC aggregate reports aid in identifying potential sources via volume and disposition data.
  • SPF Role in Authentication: SPF records, as part of DMARC, help authenticate email sources but don't track traffic.

Key considerations

  • Data Interpretation: Understand the type of data provided by each tool (GPT and DMARC) and their limitations.
  • Domain Alignment Focus: Recognize DMARC reports are focused on domain authentication rather than provider-specific tracking.
  • Actionable Authentication: Use DMARC data to improve authentication practices based on pass/fail dispositions.
  • Holistic Security: Ensure SPF records are correctly configured for a secure email environment.

Technical article

Documentation from Microsoft explains that understanding SPF records helps in authenticating email sources. While SPF doesn't directly track traffic sources, it's a component of DMARC and helps build a secure email environment.

8 Oct 2022 - Microsoft Documentation

Technical article

Documentation from DMARC.org explains that DMARC reports aggregate data from recipient mail servers about authentication results. These reports can indicate if your emails are being authenticated correctly, but they provide insights based on domain alignment rather than specific email provider traffic.

8 Sep 2023 - DMARC.org

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    How can I track email traffic sources using Google Postmaster Tools and DMARC reports? - Knowledge Base - Suped