Why does Google Postmaster Tool unverify domains and how to fix?

Key findings

• DNS changes: Modifications or deletions of the Google-provided TXT record in your domain's DNS settings are a primary cause for unverification. This includes adding other google-site-verification records, which might inadvertently affect existing ones.
• System glitches: Many users report experiencing random unverification events across multiple accounts and domains, suggesting that Google Postmaster Tools sometimes experiences internal issues. These can also manifest as data delays or missing information.
• Permission changes: Access rights or shared domain configurations can be altered, leading to a loss of verification status for specific users or accounts. This is particularly relevant when managing shared domains.
• Reappearing domains: Some users have reported instances where domains that were previously deleted from GPT dashboards suddenly reappear as unverified, further pointing to system-level inconsistencies.

Key considerations

• DNS audit: Regularly check your domain's DNS settings to ensure the GPT verification TXT record is intact and hasn't been accidentally removed or altered. Verification usually relies on TXT records, as described in guides like Mailgun's Postmaster Tools guide.
• Re-verification attempts: Before generating a new TXT record, try simply clicking the Reverify button in GPT, especially if the original TXT record is still present. This can sometimes resolve the issue without further DNS changes.
• Monitor for glitches: If unverification occurs alongside other unusual GPT behavior, such as missing or delayed data, it might indicate a broader system issue. In such cases, holding off on immediate action and observing trends may be prudent.
• Permissions review: If you're managing domains shared with clients or other teams, verify that user permissions haven't been revoked or inadvertently changed within GPT, as this can affect who can view and manage verification status.

Key opinions

• Common occurrence: Many marketers report experiencing random domain unverification across various accounts, indicating it's not an isolated incident.
• DNS conflict: One common theory is that adding other Google-related TXT records (e.g., for site verification) might interfere with or invalidate existing GPT verification records, even if the original record remains.
• Google glitch: A prevalent sentiment among marketers is that these unverification events are often due to a glitch or bug within Google Postmaster Tools, rather than a specific action on their part. This aligns with observations of various issues and outages reported by users.
• Permission-related issues: Some speculate that changes in client permissions or administrative access within systems like Salesforce Marketing Cloud (SFMC) could inadvertently lead to domains appearing unverified in GPT.

Key considerations

• Immediate re-verification: Before altering DNS records, marketers should first try simply clicking the Verify button in GPT, as this often resolves the issue if the TXT record is still in place. This is a common first step in setting up Postmaster Tools.
• Avoid new TXT records: If a simple re-verify doesn't work, marketers often question whether a new TXT record is necessary, with some preferring to wait rather than generate a new one immediately due to potential ongoing glitches.
• Monitor for patterns: It's advisable to observe if the unverification affects multiple domains or occurs repeatedly, which might point to a systemic issue rather than a one-off error. This kind of pattern recognition is key to troubleshooting GPT update issues.
• Collaborate on access: For agencies or teams managing client domains, coordinating with domain owners about GPT access and permissions is crucial to prevent unexpected unverification.

Key opinions

• Shared domain impact: Experts observe that access loss seems more prevalent for domains initially shared by clients, as opposed to those directly set up by the managing party. This suggests issues with permission handoffs or shared access rather than solely DNS issues. This can relate to managing shared access to GPT.
• Random reappearance: Another perplexing observation is the sudden reappearance of domains that were explicitly deleted from the dashboard a year prior, showing up as unverified. This points to potential database or synchronization issues within Google's system.
• Systemic issue: The widespread and concurrent nature of unverification reports suggests a systemic issue or glitch with Google Postmaster Tools rather than isolated user errors, leading to ongoing concerns about GPT data reliability.
• Impact on data: Unverified domains mean a complete loss of critical data on sender reputation, spam complaints, and authentication rates (SPF, DKIM, DMARC), hindering deliverability analysis.

Key considerations

• Cautious approach: Experts advise against immediately generating new TXT records or making drastic DNS changes when unverification occurs widely. It's often better to wait and observe if the issue resolves itself or if Google acknowledges a system problem.
• Monitor broader trends: Pay attention to community discussions or official announcements from Google regarding Postmaster Tools status. Collective reports can confirm if you're experiencing a widespread glitch or an isolated incident, helping in understanding GPT's behavior.
• DNS record hygiene: While glitches happen, ensure your DNS records (including SPF, DKIM, and DMARC) are consistently configured and managed to minimize potential verification conflicts. For more on this, consult SocketLabs' guide on GPT, which emphasizes these records for proper data association.
• Internal communication: Ensure all parties with DNS or Postmaster Tools access are aware of the verification requirements and any ongoing issues to prevent accidental changes that could lead to unverification.

Key findings

• TXT record requirement: Google's documentation clearly states that domain ownership is verified by adding a unique TXT record to the domain's DNS settings.
• Continuous verification: The implied expectation is that once verified, the domain remains so as long as the TXT record is present, allowing for ongoing data collection.
• Authentication dependency: Postmaster Tools only provides data for messages that Google successfully associates with a domain via SPF or DKIM. If these authentication methods fail, data may be affected or not reported, even if the domain is verified. For instance, sometimes SPF might pass in headers but not in GPT.

Key considerations

• DNS accuracy: The precision of the TXT record is paramount. Any typos, extra spaces, or incorrect hostnames can invalidate the verification. This is similar to how DNS records for DMARC require exact syntax.
• Record retention: The documentation implies that the TXT record must remain in the DNS indefinitely for persistent verification. Its removal, even accidental, will lead to unverification.
• Google's internal processes: While not explicitly stated, the occurrence of random unverification suggests internal Google system checks or occasional database synchronization issues could temporarily affect verification status. Google's own help pages offer general troubleshooting but rarely specific unverification causes beyond DNS.