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identifier_exists

identifier_exists is the Merchant Center attribute that tells Google whether a product has the identifiers usual for its category, such as GTIN, MPN and brand.

How it works

Unique product identifiers are codes that point to one specific product. The main ones are the GTIN (the manufacturer’s barcode) and the MPN (the manufacturer part number), together with the brand. Some products have none, a handmade vase for example.

For such products the feed answers identifier_exists with no (false in the Merchant API). This tells Google the gap is real, not missing data. If you leave the attribute out, it defaults to true: Google expects the product to have identifiers.

The attribute does not replace a barcode that exists. If Google finds an internationally recognised identifier on a product marked as having none, it flags the value as incorrect and asks for a valid GTIN. Products without a barcode explains when to use the attribute for bundles, handmade goods and private label products.

Where you see it

  • Merchant Center: misuse is flagged as a product issue. Google’s API documentation calls it “Incorrect value [identifier exists]”.
  • GetProfit portal: the barcode check in the Feed and Merchant Center section separates products whose code exists from products that have none. For the second group it offers the “no barcode” flag, identifier_exists.

Example

Example store, not client data.

The tableware shop has 3,000 products. Of these, 2,600 come from factories and have GTINs, and 400 are handmade ceramics with no barcode. The shop marks the 400 as having no identifiers. For the other 2,600 it sends their GTINs and leaves the attribute out, so it defaults to true.

Not to be confused with

  • GTIN — the barcode itself. identifier_exists holds no code; it only says whether codes exist.

Right and wrong readings

  • Wrong: “Mark the whole feed as having no identifiers and the missing-GTIN warnings go away.” Right: for products that do have a GTIN, Google flags that value as incorrect and asks for the code.
  • Wrong: “A product with no GTIN in the feed is treated as having none.” Right: when the attribute is missing, it defaults to true, so Google expects identifiers that are not there.

Sources

  • ProductAttributes (Merchant API) — identifierExists: false when the item has no unique product identifiers appropriate to its category, such as GTIN, MPN and brand; defaults to true. Checked 2 October 2026.
  • Product issues (Content API for Shopping, sunset 18 August 2026) — the issue identifier_exists_false_misuse, “Incorrect value [identifier exists]”. Checked 2 October 2026.