Google reports “Incorrect value [identifier_exists]” when a product submitted with identifier_exists set to false has an internationally recognized unique identifier. Set it to false only on products that have neither a GTIN nor both an MPN and a brand, keep the identifiers they have, and supply the real GTIN and brand on everything else.
| Shown in Merchant Center as | Incorrect value [identifier_exists] |
|---|---|
| Attribute | identifier_exists |
| Effect | Warning |
| Where to find it | Products → Needs attention, then filter by this issue |
| Free check | Reported by the free feed check |
What Merchant Center means by “Incorrect value [identifier_exists]”
identifier_exists is the attribute that tells Google a product lacks a brand, GTIN or MPN; Google’s product data specification says to still provide the identifiers you have. Its help page says to set it to false only if you’re certain the product doesn’t have any assigned unique product identifiers, and lists custom goods, handmade goods, vintage products and antiques among the products that might not have them. When a feed sets it to false on a product that has an internationally recognized unique identifier, Google reports “Incorrect value [identifier_exists]”. Google’s product issues reference lists the issue as identifier_exists_false_misuse.
Google’s overview of unique product identifiers explains which products need which.
Why it happens
- A blanket setting. A feed tool option “mark all products as having no identifiers” switched on to silence GTIN warnings across a catalogue of branded goods.
- Contradictory values in one row.
identifier_exists = falsenext to a filledgtin, or next to bothmpnandbrand, outside the media and apparel cases in Google’s product data specification. - Products Google recognises. A well-known product declared as identifier-less because the merchant did not have the barcode to hand.
How to fix it
In Shopify
Turn off any catalogue-wide “no identifiers” option in your feed app. For resold goods, fill Barcode and Vendor. In the Google & YouTube app on Shopify, a product that has no GTIN or MPN because it is a custom product can be marked “This is a custom product”. FeedRobin does not send identifier_exists for Shopify products.
In WooCommerce
Fill the GTIN, UPC, EAN, or ISBN field and the brand on every product that has them. Our free connector does not send identifier_exists from version 1.0.12; earlier versions sent it as false on rows with no GTIN. Update the plugin, and a filled GTIN field is the whole fix for a branded product.
In a CSV or XML feed
Outside the media and apparel cases in Google’s product data specification, set identifier_exists to false only on rows for products that have neither a GTIN nor both an MPN and a brand, and keep the identifiers the product has. Everywhere else, remove the attribute or set it to true, and supply the identifiers. A quick audit: any row with false and a non-empty GTIN is wrong by definition.
How long until Merchant Center clears it
After the next fetch with a consistent row, check that the issue is no longer listed on the Needs attention page. Google’s page on unique product identifiers says products may be disapproved or their performance may be limited if they are submitted without a unique product identifier when one is available.
What FeedRobin does about it
The free check reads identifier_exists and respects it: a product that declares it has no identifiers is not counted as missing a barcode, and the report lists those products in an informational row that does not count against the score. In the Google, Meta, Microsoft and custom feeds we serve, a GTIN is sent when there is one, and an MPN when there is no GTIN and the product has a brand. When there is neither a GTIN nor an MPN with a brand, identifier_exists is set to no for a store connected by feed URL and is not sent for a Shopify store. identifier_exists = no is never sent next to a GTIN or an MPN.
Questions merchants ask
Can I set identifier_exists to false for the whole catalogue to clear the GTIN warnings?
Google’s identifier_exists page says to set it to false only if you’re certain the product doesn’t have any assigned unique product identifiers, and that a product set to false for which there is evidence that a unique product identifier exists receives a warning.
I make the products myself. Do they have identifiers?
For products you make that have no GTIN, Google’s pages describe two options: identifier_exists set to false with gtin and mpn left empty, as in the examples on its identifier_exists page, or, when there is no official brand, your store name as the brand with an MPN of your choice, as in its overview of unique product identifiers.
What is the default when the attribute is not in the feed?
True (yes). Google’s product data specification says: “If you don’t submit the attribute, the default value is yes.”
Sources
- Identifier exists [identifier_exists] — Google Merchant Center Help
- About unique product identifiers — Google Merchant Center Help
- Product issues (Content API for Shopping, sunset on 18 August 2026): common item-level issue codes with their description and detail
- Product data specification — Google Merchant Center Help
- Syncing your products (Google & YouTube app on Shopify) — Google Merchant Center Help
- WooCommerce: Variable Products documentation