Why does Google Postmaster Tool unverify domains and how to fix?
Michael Ko
Co-founder & CEO, Suped
Published 31 Jul 2025
Updated 16 Aug 2025
7 min read
Discovering that a domain you've diligently verified in Google Postmaster Tools (GPT) has become unverified can be a frustrating experience. It disrupts your ability to monitor crucial email deliverability metrics and diagnose potential issues. Many senders have encountered this unexpected un-verification, often without a clear cause.
This situation can arise from various factors, ranging from accidental DNS record modifications to glitches within Google's own system. When a domain becomes unverified, it means you lose access to valuable insights into your email program's performance with Gmail recipients, impacting your ability to react swiftly to deliverability problems.
Understanding why this happens and knowing the steps to re-verify your domain are essential for maintaining a healthy email sending reputation and ensuring your messages reach the inbox. I will explore the common reasons behind un-verification and provide actionable solutions to get your Postmaster Tools data flowing again.
Understanding Google Postmaster Tools verification
Google Postmaster Tools is a free service provided by Google that offers critical insights into your email sending performance, specifically for mail sent to Gmail users. To access this data, you must verify ownership of your sending domain. This process typically involves adding a specific DNS TXT record (or CNAME record) to your domain's DNS settings, which proves to Google that you control the domain.
The verification ensures that sensitive data about your email traffic, like spam rates, IP reputation, and domain reputation, is only accessible to authorized parties. Once verified, Google begins collecting data from that point forward, making it vital to keep your domain verified continuously for comprehensive historical data. For a complete overview of the process, you can refer to our guide on how to verify a domain.
GPT is not just a verification tool. It's a fundamental part of an effective email deliverability strategy. Without it, you're essentially flying blind when it comes to Gmail's perspective on your sending behavior. If your Postmaster Tools data stops updating, un-verification is often the first thing to check.
Common reasons for un-verification
The primary reason a domain becomes unverified in Google Postmaster Tools is a change or removal of the DNS TXT record that Google uses for verification. This can happen accidentally during DNS cleanups, domain migrations, or even by a third-party service managing your records. Sometimes, adding new TXT records for other services might inadvertently interfere with or invalidate existing ones, although this is less common with GPT's specific record type.
Another factor can be permissions-related. If you're managing GPT for a client or multiple accounts, changes in user access or domain ownership within Google Workspace could lead to domains becoming unverified. This highlights the importance of regular audits of your GPT setup, especially if multiple people have access or if client relationships change. This could also be a reason Google Postmaster Tools is not working at all.
Beyond human error, there have been instances where Google itself experiences glitches leading to un-verification or intermittent data display issues. This is less common but can be frustrating because it's beyond your direct control. In such cases, a bit of patience and a re-verification attempt are usually the best course of action. Sometimes, a domain can even become unverified if the domain was added with mixed or uppercase letters, requiring a removal and re-add in all lowercase.
Troubleshooting and re-verification steps
When you notice your domain is unverified, the first step is to check your DNS records. Log in to your domain registrar or DNS provider and ensure the specific TXT record provided by Google Postmaster Tools is still present and correctly configured. Even minor typos or extra spaces can invalidate the record. You'll often find it looks something like this:
Example GPT TXT RecordDNS
Host: @ or yourdomain.com
Type: TXT
Value: google-site-verification=XXXXXXXXXXXXXXXXXXXXXXXXXXXX
If the record is missing or incorrect, add or correct it. After updating, return to Google Postmaster Tools and attempt to re-verify the domain. Sometimes, a simple click on the Verify button is all that's needed if the DNS record was restored. If that doesn't work, you might need to remove the domain from GPT entirely and re-add it, generating a new TXT string to use. This can also help if you see missing records or no data.
Remember that GPT data relies on your emails being properly authenticated. Even if your domain is verified, issues with SPF, DKIM, or DMARC can lead to a lack of data or reputation insights. Our article on troubleshooting SPF failures in GPT offers more details on this. Ensure your authentication records are always accurate and published in DNS.
Preventing future un-verification issues
To prevent your domain from becoming unverified again, adopt robust DNS management practices. This includes having clear protocols for any DNS changes, limiting access to those who can modify records, and implementing version control for your DNS configurations. Regular monitoring of your Postmaster Tools account can also help you spot un-verification early, reducing downtime for data collection.
Proactive steps to maintain verification
DNS oversight: Ensure your DNS team or provider understands the importance of the Google Postmaster Tools verification record and that it should not be altered or removed without careful consideration.
Access management: Regularly review who has access to your Google Postmaster Tools account and your DNS records. Restrict permissions to essential personnel only.
Email authentication: Ensure your SPF, DKIM, and DMARC records are always correctly configured. Google relies on these for data correlation, and their absence can make your GPT data appear sparse or nonexistent, even if verified. Find out more about DMARC, SPF, and DKIM.
Proactive monitoring tools can alert you if your DNS records change unexpectedly. Staying on top of your domain reputation also contributes to a stable GPT experience, as poor reputation can sometimes mask data issues or give the impression of un-verification. Learn more in our guide on improving domain reputation.
Views from the trenches
It's not uncommon to encounter unexpected issues with verification in tools like Google Postmaster Tools. Here's what some industry professionals have observed and suggested:
Best practices
Maintain strict control over DNS record changes to prevent accidental deletions of verification TXT records.
Regularly check your Google Postmaster Tools dashboard to catch un-verification issues early.
Ensure that all email authentication protocols (SPF, DKIM, DMARC) are consistently aligned and valid.
If your domain was initially added with mixed or uppercase letters, remove and re-add it using only lowercase.
Common pitfalls
Assuming un-verification is always due to a DNS record removal. Google glitches can also be a factor.
Neglecting to check for conflicting DNS records or permissions issues after recent domain changes.
Panicking and immediately generating new TXT records without first attempting a simple re-verification click.
Overlooking the impact of poor sending reputation on Postmaster Tools data availability.
Expert tips
Set up alerts for changes to critical DNS records to be immediately notified of any unauthorized modifications.
Document your entire DNS setup and verification processes for easy troubleshooting and onboarding of new team members.
For shared GPT accounts, clarify ownership and administrative responsibilities to avoid accidental permission removals.
When encountering un-verification, consider external DNS propagation checkers to confirm record visibility before acting.
Marketer view
Marketer from Email Geeks says they have experienced domains becoming unverified before, noting it happened after adding another Google-related TXT record. In their case, the old TXT record was still in place, allowing for a successful re-verification with just a click.
Jun 18, 2021 - Email Geeks
Marketer view
Marketer from Email Geeks says they are seeing random domains become unverified across multiple accounts, suggesting it might be a Google Postmaster Tools glitch.
Jun 18, 2021 - Email Geeks
Maintaining domain verification
Maintaining a verified domain in Google Postmaster Tools is crucial for any sender committed to strong email deliverability, especially when targeting Gmail users. While un-verification can be a perplexing issue, often stemming from DNS changes, permission alterations, or even system quirks, proactive monitoring and a systematic approach to troubleshooting can swiftly resolve the problem.
By understanding the potential causes, implementing robust DNS management, and ensuring consistent email authentication, you can minimize the risk of un-verification and keep your Postmaster Tools data flowing, providing the insights you need to optimize your email program.
Google Postmaster Tools (GPT) has become unverified can be a frustrating experience. It disrupts your ability to monitor crucial email deliverability metrics and diagnose potential issues. Many senders have encountered this unexpected un-verification, often without a clear cause.
