How do I fix "No GTIN or MPN"?

Add the GTIN (barcode) or the manufacturer part number. If the product truly has neither, such as handmade or custom items, set identifier_exists to no.

Google Merchant CenterSKUs & IDs

No GTIN or MPN

A new product has neither a gtin nor an mpn, and identifier_exists isn't set to no.

What is this issue?

A new product has neither a gtin nor an mpn, and identifier_exists isn't set to no.

Affected field:gtin / mpn

What it looks like in your file

In your file

	id	title	gtin	mpn	identifier_exists
2	MUG-01	Acme Ceramic Coffee Mug, 12 oz	(empty)
3	CUP-07	Handmade Raku Tea Cup			(empty)

After the fix

	id	title	gtin	mpn	identifier_exists
2	MUG-01	Acme Ceramic Coffee Mug, 12 oz	4006381333931
3	CUP-07	Handmade Raku Tea Cup			no

Upload your CSV to check for this issue and export a clean file.

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Why Google Merchant Center rejects this

Google uses identifiers to match products. Branded products without them can be limited.

Google Merchant Center-specific note

Google uses GTINs to match your product to the right catalogue entry. Products sold by many stores almost always have one; custom, handmade and vintage goods often don't, and identifier_exists = no tells Google that.

Valid values / expected format

✓gtin: the barcode number from the packaging
✓mpn: the manufacturer's part number
✓identifier_exists = no, only when the product has neither

Fix in StriveFormats

Upload your CSV to StriveFormats to detect this issue across all rows, with clear line-by-line reporting.

Open CSV Fixer View template Google Merchant Center Fixer guide

Fix in Excel

1Review the gtin / mpn column for incorrect values.
2Fix any cells that do not match the expected format.
3Save as Text (Tab delimited) (*.txt).

Fix in Google Sheets

1Review the gtin / mpn column for incorrect values.
2Correct any cells that do not match the expected format.
3Go to File > Download > Tab Separated Values (.tsv), then rename the file to end in .txt.

Prevent it next time

✓Start from the official platform template to avoid structural issues.
✓Run your file through StriveFormats before every import.
✓Test with a small sample file first to catch errors before they affect your full catalog.

How StriveFormats detects this

StriveFormats looks at gtin, mpn and identifier_exists on every new product. When both identifiers are blank and identifier_exists isn't no, the row gets a warning.

►Technical detail

Google asks for a GTIN for every product that has one, and an mpn with brand when there is no GTIN. Without identifiers, branded products can show in fewer places. Setting identifier_exists to no on a product that does have a GTIN can get it disapproved, so only use it for products that truly have none.