Google recently announced the sunsetting of the original Postmaster Tools dashboard — and with it, a set of reputation signals marketers have long relied on. Starting Sept 30, 2025, all users are directed to Google Postmaster Tools v2, where domain and IP reputation scores are no longer available. By the end of 2025, the v1 dashboard will be fully deprecated.
This shifts focus to real-time signals: spam complaint rates, authentication status, delivery errors, and policy alignment. Gmail’s message is clear — static reputation scores are out; active compliance and engagement are in.
This isn’t just a UI change. If you’ve built dashboards, alerts, or reports around those reputation metrics, now’s the time to rethink and update. That includes:
- Auditing internal tools or reports that depend on v1 data
- Exporting any historical domain/IP reputation data before it disappears at the end of the year
- Rebuilding dashboards around active, diagnostic signals (complaints, errors, authentication)
- Updating API integrations to Google Postmaster Tools v2 schema
The shift may feel like a loss of visibility, but it’s also an opportunity. Gmail is pushing senders toward more mature, signal-rich monitoring. If you get ahead of it, you’ll end up with a smarter, more actionable deliverability practice.