Point of this article..
- Accounts become dormant after 180 days without ad activity.
- A warning email is sent after 90 days of inactivity.
- Reactivation is possible, but only through an Admin account.
Learn what a dormant account in Google Ad Manager is, why it happens, how it affects publishers, and the steps to prevent and reactivate it.
For publishers who rely on Google Ad Manager to monetize their digital inventory, the last thing they want is a dormant account that interrupts revenue and ad delivery.
What Is a Dormant Account in Google Ad Manager?
A dormant account is essentially an inactive account that has not shown any meaningful activity such as ad impressions, revenue generation, or even user logins over a long period of time. Google defines dormancy as 180 days (six months) without earnings or ad activity.
The process begins with a notification: after 90 days, Google sends a warning email that your account is at risk. If there is still no activity after the 180-day mark, the account will be deactivated automatically.
Why Does Google Deactivate Dormant Accounts?
The policy is not meant to punish publishers but rather to maintain a healthy ecosystem. Dormant accounts:
- Take up system resources without contributing traffic or revenue.
- May indicate that a publisher is no longer active or has abandoned the platform.
- Could potentially pose a security risk if left unmanaged over time.
By deactivating accounts with no activity, Google ensures that its systems remain efficient and secure for active publishers.
How Dormancy Impacts Publishers
A dormant account can cause several problems for publishers, especially those using Ad Manager as their main monetization tool.
- Loss of Ad Serving
Once the account is marked dormant, ad delivery will stop completely. This means no impressions, no clicks, and no new revenue until the account is reactivated. - Interrupted Revenue Flow
Although Google typically pays out any existing balance if it meets the minimum threshold, you will not continue earning until the account is active again. - Extra Steps for MCM Accounts
For publishers under an MCM (Multiple Customer Management) setup, dormancy causes the parent child relationship to break. After reactivation, the child account may need to undergo additional verification, re-accept the relationship, and re-onboard sites before monetization resumes.
How to Prevent Your Account From Becoming Dormant
The best way to deal with dormancy is to prevent it before it happens.
- Login regularly: Make a habit of checking your account every month, even if you don’t need to make changes.
- Keep ads running: Ensure at least some inventory remains active so Google can record impressions and revenue.
- Respond to warnings: If you receive a 90-day inactivity email, take it seriously and log in to reset the timer.
- Stay engaged with your inventory: Even small updates like refreshing line items, updating creatives, or adding new inventory signal activity.
By following these simple habits, you can keep your account in good standing without worrying about losing access.
What to Do If Your Account Becomes Dormant
If your account has already been deactivated due to dormancy, don’t panic—it can be reactivated. The process is straightforward:
- Sign in with an Admin account: Only users with Admin permissions can perform reactivation.
- Click “Reactivate account”: This option will appear once you log in.
- For MCM accounts: Additional steps may be required, including identity verification and re-establishing the parent-child link.
After completing these steps, your account should be restored to full functionality, and you can continue serving ads and earning revenue.
Conclusion
A dormant account in Google Ad Manager is simply an account that has been inactive for 180 days, leading to automatic deactivation. While the consequences can disrupt ad delivery and revenue, the good news is that reactivation is easy if you have Admin access. To avoid dormancy, publishers should maintain a habit of logging in regularly, ensuring ads keep running, and staying alert to warning emails from Google.
By taking a proactive approach, you can ensure your account remains active and continues to support your monetization goals without interruption.
FAQ
1. How long does it take for an account to become dormant?
It becomes dormant after 180 days without ad activity or revenue.
2. Will I get a warning before my account is deactivated?
Yes, Google sends an inactivity warning email after 90 days.
3. Can I still receive my earnings if my account is dormant?
Yes, as long as your balance meets the threshold, Google will process the payment.
4. How do I reactivate a dormant account?
Log in with Admin access and click the “Reactivate account” button provided.
5. Do MCM child accounts face additional steps?
Yes, they may need to re-verify identity, re-accept the parent link, and re-onboard inventory.