Articles on: FeedHub

How to fix common unique identifiers error in Google Merchant Center (Limited performance due to missing identifiers [gtin, mpn, brand])

Limited performance due to missing identifiers [gtin, mpn, brand]

This error happens because one or more values you submitted for a unique product identifier (UPI) is either missing or invalid. Affected products are still eligible to show up in Shopping Ads, but their performance is negatively impacted (lower ad ranks).

Among the three identifiers, you can provide at least 2 for Google to approve your products. Since some products do not have a gtin assigned, you can submit the mpn and brand instead.

To add the mpn field, check with your supplier to get the correct mpn for your products. Then, go to Shopify > Products > Edit your variant > Add the mpn into the SKU box.

If you meet any issue while trying to fix these errors, drop us a message in the live chat or email us at We are eager to help!

Updated on: 17/04/2024

Updated on: 17/04/2024

Was this article helpful?

Share your feedback


Thank you!