What does "Limited performance due to missing identifiers (GTIN, MPN, brand)" mean in Merchant Center?
Quick Answer
Missing identifiers reduce your product visibility. Google uses GTINs, MPNs, and brand names to match products accurately.
What Are Product Identifiers?
Product identifiers are standardized codes that uniquely identify products across the global supply chain. Google uses these to verify products and match them to their database.
Global Trade Item Number
The universal barcode number found on product packaging. Includes UPC (North America - 12 digits), EAN (Europe/Global - 13 digits), ISBN (books - 13 digits), and JAN (Japan - 8 or 13 digits). This is the primary identifier Google prefers.
Manufacturer Part Number
A unique code assigned by the manufacturer to identify a specific product. Not standardized across manufacturers - each company has their own system.
Brand Name
The name of the company that manufactures or markets the product. Required for almost all products except truly unbranded items.
Why Identifiers Matter
Google uses these identifiers to group identical products from different sellers, enabling price comparisons and trusted product information. Products with valid identifiers are more likely to show in Shopping results and may get priority in ad auctions.
When Are Identifiers Required?
The requirements depend on your product type and whether standard identifiers exist for your products.
Always Required
Brand
Required for all products unless they are truly generic/unbranded. Even private label products should use your company name as the brand.
Required for Most Products
GTIN
Required for products assigned a GTIN by the manufacturer. This includes most mass-produced products from established brands. If a GTIN exists for your product, you must provide it.
Required When GTIN Is Unavailable
MPN + Brand
If no GTIN exists for a product, provide the manufacturer's part number along with the brand name.
Exempt Products (identifier_exists = false)
- Custom or handmade items - Products you make yourself
- Vintage or antique items - Old products predating modern identifiers
- One-of-a-kind products - Art, unique collectibles
- Some wholesale or B2B products - Items without consumer packaging
- Replacement parts - Some components without assigned GTINs
Common Identifier Errors
These mistakes cause the majority of identifier-related disapprovals.
Wrong GTIN for product
Submitting a GTIN that belongs to a different product. Google cross-references GTINs against their product database and detects mismatches.
Made-up GTINs
Creating fake barcode numbers. GTINs are validated against global registries. Invalid numbers cause immediate disapproval.
Missing GTIN when it exists
Not providing a GTIN for products that have one. Google may restrict or disapprove products missing required identifiers.
Wrong identifier type
Putting MPN in the GTIN field, or using SKU (internal reference) instead of MPN.
Incorrect identifier_exists value
Setting identifier_exists to "false" for products that have standard identifiers, or "true" when you have not provided valid identifiers.
Invalid GTINs Are Serious
Submitting incorrect GTINs can lead to account-level penalties, not just product disapprovals. Google treats this as potential misrepresentation. If you are unsure about a GTIN, it is safer to omit it than to submit a wrong one.
Where to Find Product Identifiers
Getting accurate identifiers requires looking at the right sources.
Finding GTINs
Finding MPNs
SKU Is Not MPN
Your internal SKU (Stock Keeping Unit) is not the same as MPN. SKU is your own reference code. MPN is the manufacturer's code. Using SKU in the MPN field is a common mistake that can cause issues.
What to Do When No GTIN Exists
Not all products have GTINs. Here is how to handle products without standard identifiers.
When GTIN Does Not Exist
Use this approach for legitimate products without barcodes:
When No Identifiers Exist At All
For custom, handmade, vintage, or truly unbranded items:
identifier_exists to falseDo Not Abuse identifier_exists = false
This attribute is only for products where identifiers genuinely do not exist. If you sell branded products with GTINs and mark them as identifier_exists = false, you risk account penalties for misrepresentation.
Fixing Identifier Errors
How to resolve identifier-related disapprovals.
"Missing GTIN" Error
"Invalid GTIN" Error
"GTIN Mismatch" Error
This means the GTIN you provided does not match the product information in Google's database:
- Double-check you have the right GTIN for this specific product variant
- Verify your product title and description match the GTIN's product
- If you have repackaged or modified the product, you may need a different GTIN
Best Practices for Identifiers
Follow these practices to avoid identifier issues.
Do
- • Get GTINs from authoritative sources
- • Validate GTINs before uploading
- • Update identifiers when products change
- • Use identifier_exists = false only when appropriate
- • Keep brand names consistent across products
Do Not
- • Make up GTINs or use placeholder numbers
- • Use competitor GTINs for similar products
- • Put SKUs in MPN or GTIN fields
- • Claim no identifier exists when it does
- • Ignore identifier warnings
Maintaining Identifier Quality
- Audit regularly - Check for products missing required identifiers
- Update on product changes - New variants may have different GTINs
- Use feed rules - Set identifier_exists = false for specific categories
- Request data from suppliers - Make GTIN/MPN part of your product data requirements
Identifier Compliance Check
Our scanner identifies products with missing or potentially invalid identifiers, helping you fix issues before they cause disapprovals.
Audit Your Products