Summary
Google Postmaster Tools (GPT) requires domain authentication (SPF/DKIM) and a consistent sending volume (ranging from low hundreds or ~100/day) to display data, which is aggregated, not real-time, and should be used as a trend indicator rather than a precise measurement. The data might lag 2-3 days or take up to a month to reflect changes. Microsoft SNDS requires proving IP ownership or authorization from the IP owner, needing a Microsoft account and program registration. Access may be granted for shared IPs with owner authorization. SNDS and GPT are monitoring and troubleshooting tools, not solutions for improving sender reputation.
Key findings
- GPT Data Requirements: GPT needs domain authentication (SPF/DKIM) and a consistent sending volume (~100/day or low hundreds) to show data.
- GPT Data Accuracy & Freshness: GPT data is aggregated, not real-time, a trend indicator, with a lag of 2-3 days or up to a month.
- SNDS IP Requirements: SNDS needs proving IP ownership or authorization from IP owner, plus a Microsoft account and program registration.
- Tool Purpose: GPT and SNDS are for monitoring and troubleshooting, not improving sender reputation.
Key considerations
- Data Interpretation: Interpret GPT as a trend indicator, not precise data. Check other sources to confirm results.
- Low Volume Sending: Low-volume senders may not see useful GPT data.
- SNDS Access: Ensure IP ownership or authorization from the IP owner for access to SNDS data.
- SNDS and GPT purpose: SNDS and GPT are tools for monitoring deliverability, not for improving it
What email marketers say
11 marketer opinions
Google Postmaster Tools (GPT) and Microsoft SNDS are tools used to monitor sender reputation and troubleshoot deliverability issues. GPT requires domain authentication (SPF/DKIM) and a consistent sending volume (approximately 100+ emails/day) to display data, which is aggregated and not real-time. Its data should be considered an indication rather than a precise measurement. Microsoft SNDS requires IP ownership and verification, potentially needing a dedicated IP or authorization from the IP owner, with the ESP granting access, but this is often limited.
Key opinions
- GPT Data Requirements: Google Postmaster Tools requires domain authentication (SPF/DKIM) and a consistent email volume (100+ emails/day) to display data.
- GPT Data Accuracy: GPT data is aggregated, not real-time, and should be used as a trend indicator rather than a precise measurement.
- SNDS IP Requirements: Microsoft SNDS requires IP ownership verification. A dedicated IP is typically needed, or authorization from the IP owner if using a shared IP.
- GPT Data Freshness: GPT data is not real-time and may be delayed, with a significant change taking up to a month to reflect.
Key considerations
- Data Interpretation: Interpret GPT data as a general trend rather than precise performance data. Always verify with other data sources.
- IP Ownership for SNDS: Ensure you own and can verify the IP range you are registering with SNDS, or obtain authorization from the IP owner.
- Volume for GPT: If sending a low volume of email, Google Postmaster Tools may not provide sufficient data.
- SNDS is not a Reputation Solution: SNDS and GPT are tools to MONITOR sender reputation, and troubleshoot, they are not a solution to fixing a reputation
Marketer view
Email marketer from Reddit explains Google Postmaster Tools requires you to authenticate your domain with SPF or DKIM, and that it takes a while to show data, even after you've set everything up.
1 Jul 2022 - Reddit
Marketer view
Marketer from Email Geeks answers the Google Postmaster Tool questions stating: 1. About 100/day minimum emails are required to see data. 2. The data is reasonably accurate but you should always confirm with other data sources if it tells you something you think is crazy. 3. The data is as "fresh" as the date of the data but it can easily take 1 month for a significant positive change in sending behavior to be reflected.
4 Aug 2022 - Email Geeks
What the experts say
5 expert opinions
Google Postmaster Tools (GPT) requires a minimum sending volume in the low hundreds of emails. GPT data is as accurate as Google wants it to be and provides current measurements, though it may lag by 2-3 days. The data should be used as a trend indicator. Microsoft SNDS requires proving ownership of the IP range or authorization from the IP owner to access data, allowing for the possibility of viewing data on shared IPs.
Key opinions
- GPT Volume: Google Postmaster Tools requires a minimum email volume in the low hundreds.
- GPT Accuracy: GPT data accuracy is controlled by Google and provides current measurements, used as a trend.
- GPT Freshness: GPT data lags 2-3 days.
- SNDS IP Requirements: Microsoft SNDS requires proving IP ownership or authorization from the IP owner, allowing visibility on shared IPs.
Key considerations
- GPT Data Use: Use GPT data as a trend indicator and not a precise measurement.
- SNDS Authorization: Ensure you can prove IP ownership or obtain authorization to view data in SNDS.
Expert view
Expert from Email Geeks answers question about Microsoft SNDS IP requirements explaining that SNDS doesn’t require a dedicated IP - it just requires that the IP address owner authorizes you to read the data. You can sign up for any IP and they will send the request to the owner who can then decide if you should see the data. SNDS doesn’t set the policy - the registered address owner does. They've been able to see data on shared IPs in the past, for instance.
7 Jul 2024 - Email Geeks
Expert view
Expert from Email Geeks explains GPT usually lags 2-3 days behind so don't expect real time data.
22 Mar 2025 - Email Geeks
What the documentation says
4 technical articles
Google Postmaster Tools requires domain authentication (SPF/DKIM) and a 'significant' or 'consistent' email volume to display meaningful data. Microsoft SNDS requires you to own the IP address range, have a Microsoft account, register with the program, and prove IP ownership for SNDS registration.
Key findings
- GPT Data Requirements: Google Postmaster Tools requires domain authentication (SPF/DKIM) and 'significant' or 'consistent' email volume.
- SNDS IP Requirements: Microsoft SNDS requires IP ownership, a Microsoft account, program registration, and IP ownership verification.
Key considerations
- Low Volume Senders: If you are a low-volume sender, Google Postmaster Tools might not provide detailed reporting.
- IP Ownership: Ensure you own and can prove ownership of the IP range to register with Microsoft SNDS.
Technical article
Documentation from Google Support explains that to use Google Postmaster Tools, you need to authenticate your sending domain with SPF or DKIM. They recommend DKIM. Data will only be shown if you send a 'significant volume' of email, but no specific number is given.
27 Feb 2024 - Google Support
Technical article
Documentation from Microsoft answers question about SNDS registration, stating that registration requires a valid Microsoft account and verification of IP address ownership. They outline the process for proving ownership.
28 Nov 2021 - Microsoft
Can I monitor email reputation for B2B G-Suite domains using Google Postmaster Tools?
Can multiple users access Google Postmaster Tools for a single domain?
Do I need to add all subdomains to Google Postmaster Tools?
Does Google Postmaster Tools (GPT) data include Google Workspace accounts, or only Gmail.com accounts?
How accurate is Microsoft SNDS data for deliverability monitoring?
How accurate is SNDS and Google Postmaster Tools reputation data?
