Short answer. identifier_exists tells Google whether a product has unique product identifiers at all: yes/true (the default assumption) or no/false, to be used only when you are certain the product has no GTIN, MPN or brand, as with custom, handmade or vintage goods. Set to false on a product Google can see is branded and barcoded, it is reported as an incorrect value.
| Attribute | identifier_exists |
|---|---|
| Requirement | Optional; submit false only for products without unique product identifiers. |
| Format |
|
Accepted values
true (yes) | The product has identifiers; Google expects gtin, or brand and mpn. |
false (no) | The product has no manufacturer identifiers; Google stops asking for them. |
Google’s rules for identifier_exists
- Use false only when certain the product has no assigned identifiers.
- Do not send false alongside a GTIN or MPN; the row contradicts itself.
- Left out, Google assumes the product has identifiers.
Common mistakes, and the error each one becomes
- false set on the whole catalogue to silence GTIN warnings. → Incorrect value [identifier_exists]
- false next to a filled gtin.
Where the value comes from on a connected store
| Shopify | Derived per variant: no when there is neither a barcode nor brand plus MPN; otherwise the identifiers are sent instead. |
|---|---|
| WooCommerce | false on rows whose GTIN field is empty; a filled GTIN produces g:gtin and no flag. |
The free feed check reads this attribute from any feed file and reports the defects above; every check is listed.
Questions merchants ask
Does false remove the brand requirement?
Google stops asking for GTIN, MPN and brand for that product. You can still send a brand for your own label if you have one.
What is the default?
Google treats a product without the attribute as one that has identifiers, which is why missing GTINs produce warnings until either the GTIN or the declaration arrives.
Can I use it for resold products whose barcode I don’t know?
No. Those products have identifiers; you just don’t have them to hand. Find the barcode or accept the limited-performance warning honestly.
Sources
- Identifier exists [identifier_exists] — Google Merchant Center Help
- About unique product identifiers — Google Merchant Center Help