Created on 3 June, 2021 | Updated on 21 September, 2021
Fix Limited performance due to missing value [gtin]

Fix Limited performance due to missing value [gtin] In Google Merchant Center

General Recommendation

When submitting product identifiers, the following should be applied.

If a manufacturer has assigned a bar code, then submit brand, mpn (if available), GTIN, and set identifier exists to yes.

If the manufacturer has not assigned a bar code, then remove the values brand, mpn, gtin, and set identifier exists to no.

Googles Rule

While the official documentation does mention, you can submit brand + mpn and ignore GTIN. In most cases, this will cause issues and generate warnings such as limited performance due to missing identifiers. This applied to warnings before June 2021.

As of June 2021, if the manufacturer has not assigned bar codes and your brand, gtin, and mpn values are removed, you will still get the warning “limited performance”. This is because Google now adds another check depending on which categories your products belong to.

Meaning regardless of adding accurate data, you may still get flagged.

What You Can Not Do!

Bar codes

Only submit GS1 barcodes, any other barcodes that you self generate are not allowed and will get your products disapproved.


The most common misconceptions are that most merchants tend to use SKU as the MPN values, which is incorrect.

SKU stands for “stock keeping unit” and — as the name suggests — it is a number (usually eight alphanumeric digits) that retailers assign to products to keep track of stock levels internally.

An MPN, or manufacturer part number is a manufacturer-assigned, unique, alphanumeric value that is used to identify a product among other products from the same manufacturer.

How To Find The Bar Codes?

By checking the product packaging or by contacting the manufacturer.

A secondary reason for issues is that most merchants tend to use SKU as the MPN values, which is incorrect.

Why Is Google Doing This?

Most likely to reduce scammers on Google Shopping.

What If I Can’t Do Any of The Above?

Great question. In this case, you will have to accept the limited performance. If you are the manufacturer, consider registering your products with GS1 bar codes.

Remove All Values & Set Identifier Exist to No

If you want to easily remove all values.

You can use feed rules in Google Merchant Center to remove the values Brand, MPN and GTIN (assuming GTIN has wrong values) then set Identifier Exists to the value of No.

You can find the official guide here:

More info:

Need Help?
Do You have a question or need specialist support? Get in touch!

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Gary Bichell
10 months ago

Google suggest adding GTIN so I add the UPC, product goes away as if I fixed it. Next day the same products with the same fix suggestions. Does this process take a few days or something? When they suggest the same products it has the barcodes wiped out

Marcos Vinicius
Marcos Vinicius
1 year ago




A FEED of 18,000 products over 6 months advertising, only a few actually go out of sales…

Let’s say about 100 products on average, THAT REALLY GET SALES, and have clicks!

Daily Spend does not consume the entire budget.


All 18,000 products are in the same FEED and ad group, configured for ROAS.

What would be the advanced structure for SMART GOOGLE SHOPPING, to scale the other products that are not leaving sales or clicks?

Another question:
Is the standard search that appears only text, putting manual CPC, those used in the past, buying SPECIFIC keywords, is it still viable?

*I’m from Brazil, sorry for the writing errors! I am using a translator 🙂

Would love your thoughts, please comment.x