Assigned GTIN is missing
Look up the exact product and variant in manufacturer or supplier records. Fix the export mapping so the assigned identifier reaches the gtin attribute.
MERCHANT CENTER IDENTIFIERS
Missing GTIN in Merchant Center: diagnose before inventing a fix
Restore authoritative identifiers at the source. Product Feed Scan flags products where both GTIN and MPN are missing; that coverage warning is not a Google disapproval decision or a GTIN checksum check.
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AUDIT SCOPE
Separate three different identifier problems
GTIN is present but invalid
Inspect length, digits, checksum and exact assignment. A numeric-looking value or successful checksum alone does not prove it belongs to the product.
No assigned identifier exists
Review the product-specific Google guidance and identifier_exists rules. Do not use false merely to suppress an error for a product that does have identifiers.
ISSUE PRIORITY
Causes and corrective actions
Fix blockers first, then catalog-wide patterns, and leave isolated optimization opportunities for last.
SignalWhy it mattersRecommended action
Source field was not exportedGoogle never receives the assigned valueMap the authoritative manufacturer identifier to gtin
Spreadsheet formatting altered a valueLeading zeros or digits are lostPreserve identifiers as text and regenerate from the source
A SKU was copied into GTINAn internal ID is mistaken for an assigned global identifierKeep SKU in id; obtain the actual GTIN where assigned
Both GTIN and MPN are absentIdentifier coverage needs reviewCheck applicability, supplier records and source mapping
HOW IT WORKS
From raw feed to prioritized fixes
Confirm the exact Merchant Center message
Check the affected product, destination and country. Missing GTIN and invalid GTIN require different investigation.
Repair the authoritative source
Use the assigned value for the exact variant, preserve it as text, and fix the mapping rather than manufacturing a replacement.
Audit, refetch and recheck
Run the general source audit, submit the corrected source and allow Merchant Center processing time. Check the actual issue status there.
IMPORTANT DISTINCTION
An MPN is not a universal GTIN substitute
The general audit's missing GTIN-and-MPN warning is a broad coverage heuristic. A product with MPN but no GTIN can pass that rule and still require a GTIN in Google when one was assigned. No score guarantees Google approval.
Illustrative mapping example — not customer data
A supplier export has an assigned identifier stored in barcode, but the destination mapping leaves gtin empty. The repair is to map that authoritative field to gtin for the matching variant and retain its exact digits.
If barcode is only your internal SKU, that mapping is not valid. Keep it as the product ID and investigate the manufacturer's identifier instead. No invented sample GTIN is offered as a replacement.
Custom products and brand
Custom or one-of-a-kind products may have no assigned GTIN. Follow Google's identifier guidance for the actual product rather than copying a competitor's identifier.
For a product you manufacture without an official brand, Google describes using your store name as the brand and an appropriate manufacturer part number. This is different from inventing a GTIN or altering another manufacturer's product identity.
FAQ
Questions about this check
Does every product need a GTIN?+
No. Requirements depend on the product and whether an identifier was assigned. Follow Google's product identifier guidance; do not invent identifiers for products without them.
Can I set identifier_exists to false to remove the warning?+
Only when it accurately describes the product under Google's guidance. It must not be used to conceal an existing assigned identifier.
Does Product Feed Scan validate GTIN assignments?+
No. The general audit flags missing GTIN and MPN together. It does not check manufacturer assignment, GS1 ownership, or GTIN checksums, and it cannot see your Merchant Center account.
Why did my missing-identifier warning disappear while Google still reports an issue?+
The general audit accepts either GTIN or MPN for its coverage rule. Google may still require an assigned GTIN. Google also needs time to process your updated source.
METHODOLOGY & SOURCES
Built around documented feed requirements
Our public guidance is checked against first-party documentation. Product Feed Scan adds independent data-quality checks and does not represent a platform approval decision.