Merchant Center “Limited performance due to missing value: GTIN”: how to fix it
This warning doesn’t remove your product, but it can hold it back. Google says products that have an assigned GTIN but are submitted without one may have limited visibility. The fix depends on one question: does your product actually have a GTIN?
Why you see it
You submitted a product in a category where Google expects a GTIN (Global Trade Item Number) — the barcode number such as a UPC, EAN or ISBN — but didn’t include one. GTINs help Google understand your product and match it to searches.
If the product has a GTIN: add it
The GTIN must be the one allocated by the manufacturer — usually the number under the barcode on the product or packaging. Don’t make one up or reuse another product’s.
One product: in Merchant Center, go to Products → Needs attention tab → filter for the issue → click the product title → Edit product → add an accurate GTIN [gtin] → Save.
Many products: on the Needs attention tab, filter for the issue and download the affected list (.csv). Match each product with its correct GTIN — and make sure none is in a restricted range — then re-upload your product data the usual way.
If your products come from Shopify or WooCommerce, add the barcode in the store and let it sync, so the next sync doesn’t overwrite your fix.
If it has no GTIN: say so
Some products genuinely have no GTIN. Google lists:
- custom or one-of-a-kind products, like custom T-shirts, art or handmade goods;
- products made before GTINs existed, like vintage items, antiques and books published before 1970.
For a new product without identifiers, submit identifier exists [identifier_exists] with the value no (or false) — in English. In a text feed that’s simply no; in XML, <g:identifier_exists>no</g:identifier_exists>. Leave GTIN and MPN blank.
Only do this if you’re certain the product has no assigned identifiers. Google says products set to no when there’s evidence an identifier exists will receive a warning.
Check it worked
The product should disappear from the Needs attention page — but that page can take a while to update after your change.
For what Merchant Center statuses mean, see Merchant Center product status. Building your own feed? See Merchant Center XML feed.