Missing Identifier Exists
identifier_exists is an optional attribute that tells Google 'this product doesn't have standard identifiers' when you legitimately can't provide GTIN or MPN. Some products — handmade goods, custom-made items, antiques, vintage items, store-exclusive items — don't have universal product codes. Setting identifier_exists = 'no' exempts these products from Google's identifier requirements. Without this attribute, Google treats every product as needing a GTIN and flags identifier-less products as non-compliant.
Missing value [identifier_exists]Impact: Missing identifier_exists doesn't cause disapproval but it disrupts the validation pipeline when GTIN, brand, or MPN are absent. Without identifier_exists = false on products that genuinely have no GTIN (handmade, custom, vintage, exclusive items), Google applies standard validation that flags them as 'missing GTIN' incorrectly. This creates cascading warnings that mask real issues in your feed.
Root Causes
- 1Your store sells handmade or one-of-a-kind items that genuinely don't have GTINs — jewelry, art, furniture, custom crafts.
- 2You sell private label or store-exclusive products that don't have a universal identifier outside your store.
- 3Your feed has products with missing GTIN, brand, and MPN but you haven't set identifier_exists = 'no' to signal this is intentional.
- 4Vintage or antique items that predate modern identifier systems.
- 5Your feed doesn't include identifier_exists as a column at all, so Google uses default validation.
Fix by Platform
- 1Determine which products genuinely lack identifiers (handmade, custom, vintage). Don't set identifier_exists = 'no' just to skip validation — Google penalizes products marked incorrectly.
- 2Add a metafield: Settings → Custom data → Products → Add definition. Namespace: 'google', Key: 'identifier_exists', Type: Single line text. Set value to 'no' on qualifying products, leave blank on products that should have identifiers.
- 3In your feed app: map 'identifier_exists' to the google.identifier_exists metafield.
- 4For entire store categories without identifiers (e.g., handmade jewelry): set identifier_exists = 'no' as a default for that category via feed app rules.
- 5Valid values are only 'yes' and 'no'. Default is 'yes' (identifiers expected).
{{ product.metafields.google.identifier_exists | default: 'yes' }}When This Doesn't Apply
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Frequently Asked Questions
When should I set identifier_exists to 'no'?+
Only when your product genuinely has no standard identifiers: handmade items (one-of-a-kind jewelry, crafts, art), custom-made or personalized products, private label products exclusive to your store, vintage or antique items without GTINs, and products from manufacturers that don't use UPC/EAN/JAN/ISBN codes. Do NOT use it to skip identifier requirements on branded products that should have GTINs.
What are the valid values?+
Only 'yes' or 'no' (lowercase). 'true'/'false', 'Y'/'N', or other variations are invalid. 'Yes' is the default when omitted, meaning 'this product has identifiers' — even if you don't submit them, Google expects them. 'No' tells Google 'this product intentionally lacks identifiers, don't require them'.
What happens if I mark all products as identifier_exists = 'no' to avoid the warnings?+
This is a policy violation. Google monitors the percentage of products marked 'no' against category expectations. For categories where most products have GTINs (electronics, branded apparel, books), a high 'no' rate triggers a data quality review. For legitimate no-identifier categories (handmade, vintage), 'no' rates up to 100% are fine. Accurate categorization matters more than avoiding warnings.
Can I still provide partial identifiers with identifier_exists = 'no'?+
Yes. Setting identifier_exists = 'no' doesn't prevent you from providing what identifiers you do have. For example, a handmade item might have a brand (your store brand) but no GTIN or MPN. You can submit identifier_exists = 'no', brand = 'Your Brand' — Google accepts this and uses the brand for matching without requiring GTIN/MPN.