No global identifier provided (e.g. gtin, brand) - Google search console error

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Topic summary

Main issue: Search Console warns “No global identifier provided (e.g., gtin, brand)” for a fashion accessories store that lacks barcodes. The merchant added brand but the warning persists and they want product snippets/rich results. Screenshots show the error context.

Key terms: GTIN (Global Trade Item Number) is a barcode-based product identifier; other identifiers include MPN (manufacturer part number). AggregateRating is the structured data field for reviews.

Guidance offered:

  • If products have no GTIN/barcodes, mark them as custom products and set identifier_exists=false in Google Merchant Center feeds. This signals to Google that identifiers don’t exist and can suppress related errors in Shopping submissions.
  • Do not add fake identifiers. It’s acceptable to ignore GTIN and AggregateRating warnings when you truly lack barcodes or reviews; these are optional for rich results.
  • Improve Product structured data/microdata on the site to align with Google’s recommendations (ensure brand and other supported fields are correctly implemented). A Shopify-focused guide link was provided.

Status: No definitive Search Console fix without real identifiers. Action items are to configure the feed as custom products and review/update on-site structured data. Discussion remains open without confirmed resolution.

Summarized with AI on February 12. AI used: gpt-5.
1

Hi Everyone, my store sells fashion accessories for women and we don’t have global identifiers, so how can I solve this problem?

https://salty.co.in/

I know these errors are are optional, but I really want to solve then for product snippets and rich results

Screenshot 2022-07-25 at 6.23.33 PM.png
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Can someone please help me with this?

It says that if you don’t have GTIN, then you can out brand, but I am still facing the issue (screenshot attached). Would really appreciate the help

Screenshot 2022-07-25 at 6.21.38 PM.png
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2

Hi @Salty100

It is totally fine not to have a GTIN; you must tell google that your products do not have a GTIN. While submitting your products to Google, you have to mark your products ad custom products. This will tell Google that you do not have a GTIN, and the field will be marked as false.YOu will not see the error.

You can also use our app to submit your products to the merchant center. The Easy Google Shopping Feed app by AdNAbu, also if you plan for Google shopping, you can try using the app.

You can also get in touch with our experts and request a demo.

Hope this helps.

3

If you don’t have any product identifiers, such as barcode, then you can not resolve these issues. Make sure not to add incorrect data, just for the sake of removing optional warnings. Only submit accurate data.

It is safe to ignore the gtin attribute, if you have no barcodes.

It is also safe to ignore aggregateRating, if you have no reviews.

However, some of the issues you can resolve by updating the structured data, which I have a guide on here: https://feedarmy.com/kb/shopify-microdata-for-google-shopping/