How to regenerate GPT TXT record after removal from DNS?
Matthew Whittaker
Co-founder & CTO, Suped
Published 17 Apr 2025
Updated 17 Aug 2025
6 min read
Dealing with DNS records can be tricky, especially when something unexpected happens. Recently, a client faced a peculiar situation: their Google Postmaster Tools (GPT) TXT record was inadvertently removed from their DNS. The challenge was that GPT still recognized the domain as verified and wouldn't provide a new TXT string for re-addition. This is a common issue that many encounter, highlighting the complexities of domain verification.
Such scenarios can lead to confusion and potential disruptions in monitoring your email performance metrics within GPT. While a removed TXT record might not immediately impact current email deliverability for verified domains, it can certainly affect future verification checks and access to critical data. Understanding why GPT behaves this way is the first step toward a solution.
If you're in a similar situation, where your GPT verification record is gone but the system thinks it's still there, it requires a specific approach to resolve. We will explore the verification process that GPT employs and outline practical steps to help you regenerate or re-establish the necessary DNS records.
How GPT handles domain verification
GPT's domain verification is designed to be persistent. Once a domain is successfully verified by adding the unique TXT record to your DNS, GPT (or other services like Google Workspace) remembers this verification. It does not typically require the TXT record to remain in your DNS indefinitely for continuous verification, though re-checks do occur. This is why when the record is removed, GPT might still show the domain as verified.
The problem arises when the record is removed and you later need to re-verify or manage the domain, but GPT doesn't provide a new key. This behavior is rooted in a caching mechanism. GPT periodically re-checks the DNS, but there's a delay. During this delay, even if the record is gone, the system operates under the assumption that the domain is still legitimately owned and verified.
For some services, a TXT validation record can be deleted after a one-time domain verification. However, for continuous monitoring, it's often best practice to keep these records in place. When GPT doesn't immediately prompt for re-verification, it creates a tricky situation, as you are stuck without the needed string. You might be interested in our ultimate guide to Google Postmaster Tools V2.
Understanding GPT's re-verification cycle
Google Postmaster Tools re-verifies domains approximately every 30 days. If your TXT record is removed, GPT will eventually detect its absence during one of these re-verification cycles. At that point, the domain's status will change from 'verified' to 'unverified', and a new TXT record will be provided for re-verification. This waiting period can be frustrating, but it's part of the system's design.
Strategies for regenerating your TXT record
Given GPT's re-verification cycle, one primary strategy is simply to wait. If the TXT record has been removed, the system will eventually recognize this during its periodic checks and mark the domain as unverified. Once this happens, you should be able to initiate the verification process again and receive a fresh TXT string to add to your DNS.
Alternatively, you might be able to retrieve the previous TXT record if you have access to historical DNS data or backups. Some DNS providers offer a history of changes, or you might have a record of the string from when it was first set up. If you manage your DNS, this information may be available in your configuration files or logs. Here's a typical structure for a GPT verification TXT record:
GPT TXT Record ExampleDNS
Host: @ or your_subdomain
Type: TXT
Value: google-site-verification=unique_string
If historical data isn't an option and waiting isn't feasible, a more aggressive approach would involve explicitly deleting the domain from your GPT dashboard, then immediately re-adding it. This should force GPT to generate a new verification string. However, be aware that this might reset any historical data or reputation metrics associated with that domain within GPT, as noted in guides on improving domain reputation.
Preventing future issues and ensuring continuous verification
To prevent similar issues in the future, it is crucial to manage your DNS records carefully. Maintain a clear record of all TXT entries, including those for SPF, DKIM, and DMARC, in a centralized location. This ensures you can easily reference or re-add them if they are ever inadvertently removed or corrupted. Misconfigured or missing DNS records can lead to significant email deliverability issues, including landing on a blacklist (or blocklist).
It's also important to understand the limitations of TXT records, particularly concerning their length. Issues such as SPF record length or missing DKIM TXT records can severely impact your sender reputation and email deliverability. Implementing sound DNS management practices minimizes these risks.
Reactive measures
Waiting period: GPT will eventually detect the missing record and allow re-verification.
Domain deletion: Removing and re-adding the domain in GPT can force a new TXT record generation. Be careful as this might affect your historical data.
Historical lookup: If possible, try to find the old TXT record from DNS backups or previous configurations.
Proactive measures
Document records: Keep a secure and easily accessible record of all your DNS TXT entries.
Regular audits: Periodically review your DNS configuration to ensure all necessary records are in place.
Automated monitoring: Consider using tools that monitor DNS changes and alert you to unexpected modifications.
Beyond GPT, understanding how to add a TXT record to DNS for various purposes is a fundamental skill for anyone managing email infrastructure. Each service requiring a TXT record typically provides specific instructions and a unique string. Following these instructions precisely is key to successful implementation and avoiding authentication failures, which can cause your emails to land in spam folders or be rejected outright.
Ensuring smooth email operations
Regenerating a GPT TXT record after its removal from DNS can be a process of patience or proactive intervention, depending on your circumstances. While GPT's caching mechanism means it won't immediately flag the domain as unverified, waiting for the natural re-verification cycle to fail is often the simplest, albeit slowest, solution. Alternatively, manual removal and re-addition within GPT can expedite the process, but comes with the caveat of potentially losing historical data.
The core takeaway is the importance of robust DNS management. Whether it’s for GPT, SPF, DKIM, or DMARC, maintaining accurate and accessible records is paramount for healthy email deliverability and ensuring your messages reach the inbox rather than a blocklist (or blacklist). Proactive documentation and regular audits of your DNS settings are your best defense against such unforeseen challenges.
By understanding the nuances of how these systems operate and implementing careful management practices, you can minimize downtime and ensure continuous, accurate monitoring of your domain's email performance.
Views from the trenches
Best practices
Maintain a detailed log of all DNS records, especially TXT records for verification and authentication protocols.
Regularly back up your DNS zone files to allow for quick restoration in case of accidental deletions.
Set up alerts for unexpected DNS changes to catch unauthorized modifications promptly.
Common pitfalls
Assuming a domain remains verified indefinitely after initial setup without periodic re-checks by the service.
Deleting a TXT record without understanding its role in continuous domain monitoring or re-verification.
Overwriting existing DNS records with new ones without first confirming the necessity or backing up the original.
Expert tips
If GPT still shows verified, waiting for the 30-day re-verification cycle to fail will eventually prompt a new TXT string.
Consider deleting and re-adding the domain in GPT as a last resort to force a new verification token, but be aware of data implications.
Use passive DNS historical lookup tools to potentially retrieve previously published TXT record values if documentation is lost.
Expert view
Expert from Email Geeks says that once a domain is verified, you might not need to keep the TXT string in the DNS record.
2023-10-09 - Email Geeks
Marketer view
Marketer from Email Geeks says that Google re-verifies the DNS record once every 30 days, so you may need to wait until the validation process fails to regenerate a new validation key.
Google Postmaster Tools (GPT) TXT record was inadvertently removed from their DNS. The challenge was that GPT still recognized the domain as verified and wouldn't provide a new TXT string for re-addition. This is a common issue that many encounter, highlighting the complexities of domain verification.
