Summary
The varying spam rates between Google Postmaster Tools V1 and V2 stem from a multifaceted set of factors. Experts, marketers, and Google's own documentation highlight that the disparities are due to evolving spam classification algorithms, refined data collection methods (potentially focusing on @gmail.com users in V2), differing time ranges and definitions of active users in calculations, and the adoption of more sophisticated data sampling and AI-driven spam detection techniques. Updates to bulk sender guidelines and internet standards (RFCs) also influence spam rate determination. Furthermore, potential shifts in how Google measures user engagement, focusing on in-app interactions, and mail server configuration changes play a role. While the community speculates on ongoing algorithm tweaks, Google has not officially confirmed these changes. Overall, understanding and adapting to these continuous refinements are crucial for accurate deliverability analysis and maintaining compliance.
Key findings
- Evolving Algorithms: Google continuously updates spam filtering and detection algorithms.
- Data Refinements: Changes in data collection, sampling, and aggregation methods affect reported rates.
- User Behavior: How Google measures user engagement (e.g., in-app interactions) impacts spam rate calculations.
- Compliance Standards: Updates to bulk sender guidelines and internet standards (RFCs) influence spam identification.
- AI Integration: Advanced AI techniques in spam identification lead to varying spam reports.
- Configuration Changes: Changes in mail server configurations and domain reputation checks influence spam reporting.
- No Official Word: There is no official confirmation from Google regarding specific calculation changes.
Key considerations
- Stay Updated: Monitor Google's documentation and industry insights for algorithm and data collection updates.
- Maintain Compliance: Adhere to the latest bulk sender guidelines and internet standards (RFCs) to reduce discrepancies.
- Analyze Trends: Focus on trending spam rates rather than relying solely on absolute numbers.
- Adapt Strategies: Continuously refine email sending practices based on evolving algorithms and spam detection methods.
- Review List Hygiene: Check that list hygiene and collection processes are sound.
What email marketers say
16 marketer opinions
The discrepancies between Google Postmaster Tools V1 and V2 spam rates are likely due to a combination of factors. These include changes in Google's spam filtering algorithms, data collection methods (such as considering only @gmail.com addresses in V2), a stricter definition of 'active users,' different time ranges for calculation, and the use of different or larger data samples. Additionally, refinements in how Google identifies and categorizes spam, along with adjustments in calculation methods and potential changes in user behavior tracking (like in-app interactions), contribute to the differing rates. While some speculate about calculation tweaks, there is no official confirmation from Google. Some suggest that new versions of Postmaster tools are more accurate, and some experts advise users to focus on list hygiene if V2 is reporting high spam rates.
Key opinions
- Algorithm Changes: Google may have updated its spam filtering algorithms, affecting spam rate calculations.
- Data Set Differences: V1 and V2 might use different data sets, algorithms, or data sampling methods.
- Definition of Active Users: The definition of 'active users' used in spam rate calculation may be more strict in V2.
- Calculation Time Ranges: The time ranges used for calculating spam rates might differ between V1 and V2.
- Tracking Metrics: Google may be tracking different metrics in V2 (e.g. in-app user interactions).
- Compliance with Standards: Changes to Google's definition of spam and guidelines for bulk senders affect spam calculations.
- List Cleaning Importance: High spam rates in V2 might indicate a need for improved list hygiene and address collection.
Key considerations
- Monitor Trends: Pay attention to trends in spam rates over time rather than focusing on absolute numbers.
- Evaluate Data Sources: Consider that V2 data may offer a more accurate view of current deliverability, and may include a different audience than V1 such as only counting users with gmail.com addresses towards compliance.
- Review Sending Practices: Assess list cleaning and email sending practices to ensure compliance with current guidelines.
- Official Confirmation: Be aware that there's no official confirmation from Google about changes in spam rate calculations, and much of the reasoning is based on community experiences.
- Algorithm Tweaks: Google may be actively tweaking the algorithm and these results may be short term.
Marketer view
Email marketer from Email Geeks responds that there is no official word from Google that they are using a different spam rate calculation for each Postmaster Tools version. He thinks google are working on calculation tweaks and we are seeing these tweaks between v1 and v2 and this is all speculation.
9 Aug 2021 - Email Geeks
Marketer view
Email marketer from Email Geeks shares that Google has changed the way to calculate spam rate with V2 and regarding compliancy, only V2 data is accurate. States that V2 doesn't always show a higher rate, and if it does, the user should review their list cleaning or address collection methods.
5 Sep 2022 - Email Geeks
What the experts say
2 expert opinions
Experts attribute the difference in spam rates between Google Postmaster Tools V1 and V2 to Google's evolving spam detection mechanisms. This includes changes in spam classification algorithms, data collection methods, and the incorporation of user feedback. The older version reflects older, potentially less stringent, criteria, while the newer version employs updated algorithms that may be stricter, leading to different reported spam rates. Understanding these shifts is essential for deliverability analysis.
Key opinions
- Algorithm Updates: Google is continuously updating its spam filters and detection methods.
- Evolving Criteria: Older Postmaster Tools versions reflect older spam criteria, while newer versions use updated, possibly stricter, algorithms.
- Data Collection: Changes in data collection methods and user feedback integration influence spam rate calculations.
Key considerations
- Deliverability Impact: Understanding these algorithmic shifts is crucial for accurately analyzing email deliverability.
- Monitoring Changes: Monitor how these changes impact your spam rates to optimize sending practices.
- Adaptation Needed: Adapt strategies based on the understanding that Google's methods are continuously evolving.
Expert view
Expert from Word to the Wise, Laura Atkins, explains that the different spam rates between Google Postmaster Tools versions can be attributed to changes in Google's classification algorithms, data collection methods, or the user feedback incorporated into spam determination. Understanding these shifts is crucial for accurate deliverability analysis.
29 Jul 2024 - Word to the Wise
Expert view
Expert from SpamResource suggests that the discrepancy could be due to Google constantly updating their spam filters and detection methods. The older version likely reflects an older set of criteria, while the newer version uses an updated, possibly stricter, algorithm to evaluate spam, thus resulting in different spam rates.
5 Oct 2023 - SpamResource
What the documentation says
5 technical articles
Official Google documentation and internet standards organizations indicate that the different spam rates in Google Postmaster Tools V1 and V2 arise from ongoing changes and improvements in spam classification, data aggregation methods, filtering systems, bulk sender guidelines, and the use of advanced AI techniques. Furthermore, updates to internet standards for email communication (RFCs) also contribute to how spam is identified and reported. Staying compliant with the latest guidelines and standards is crucial for minimizing discrepancies and accurately understanding these metrics.
Key findings
- Classification Changes: How spam is classified undergoes revisions, affecting reported rates.
- Data Aggregation: Changes in data aggregation methods can cause discrepancies.
- Filtering Updates: Gmail's filtering system is continuously updated for accuracy.
- Evolving AI: Advanced AI techniques used for spam identification are constantly evolving, changing spam reports.
- Bulk Sender Guidelines: Guidelines for bulk senders are periodically updated, influencing spam rate determination.
- RFC Updates: Updates to internet standards (RFCs) affect spam identification and reporting.
Key considerations
- Stay Updated: Regularly refer to the latest Google documentation for accurate metric understanding.
- Ensure Compliance: Ensure compliance with the latest recommendations for bulk senders to minimize discrepancies.
- Monitor AI Evolution: Be aware that AI-driven spam detection is constantly improving and changing.
- Adhere to Standards: Stay compliant with evolving internet standards (RFCs) for accurate spam reporting.
Technical article
Documentation from RFC Editor points out that updates to internet standards for email communication (RFCs) could lead to changes in how spam is identified and reported by services like Gmail. Staying compliant with these standards is crucial for accurate reporting.
1 Jun 2022 - RFC Editor
Technical article
Documentation from Google AI Blog indicates that Google uses advanced AI techniques for spam identification which are continuously evolving. This leads to the algorithms improving and changing which affects how spam is being reported. This change between V1 and V2 could be the result of AI enhancement.
16 Feb 2022 - Google AI Blog
Does Google Postmaster Tools domain reputation include subdomains?
Does Google Postmaster Tools (GPT) data include Google Workspace accounts, or only Gmail.com accounts?
How accurate is SNDS and Google Postmaster Tools reputation data?
How accurate is the spam data shown in the new Google Postmaster Tools and how can I get data to appear?
How can I accurately monitor complaint rates for email marketing using Google Postmaster Tools, Yahoo FBL, and my ESP?
How does Google Postmaster Tools calculate spam complaints and volume?
