How to Fix Invalid Value [GTIN] Error in Google Merchant Center

The “Invalid Value [GTIN]” error in Google Merchant Center (GMC) arises when product listings include incorrect, fake, or missing Global Trade Item Numbers. Fixing GTIN errors is essential to ensure your products are approved and visible in Google Shopping.

To fix GTIN errors in GMC, verify your product’s GTIN numbers match the manufacturer’s assigned codes. Check UPC, EAN, ISBN, or JAN numbers on product packaging. Enter the correct 8-14 digit GTIN in your product feed.

For invalid or incorrect GTIN solution, remove leading zeros or special characters from GTIN values. Update your feed with accurate data and resubmit to GMC for GS1 GTIN validation.

What is a GTIN?

A GTIN (Global Trade Item Number) is a unique product identifier used globally to standardize product listings. Types of GTINs include:

UPC (12 digits): Common in the US
EAN (13 digits): Used international
ISBN: For books
JAN: Specific to Japan

Google requires valid GTINs for most branded products. These identifiers are found on product packaging or provided by the manufacturer. GTINs are crucial for Google Shopping feed optimization and product eligibility.

Why Are You Seeing the “Invalid Value [GTIN]” Error?

Common Causes of “Invalid Value [GTIN]” Error:

Error Cause	Description	Example
Incorrect GTIN Format	Wrong number of digits or invalid characters	Using 10-digit UPC instead of 12
GTIN-Brand Mismatch	GTIN not registered to your product’s brand	Nike GTIN used for Adidas product
Duplicate GTIN	Same GTIN used for multiple listings	One GTIN for red and blue variants
Fake or Placeholder GTIN	Unregistered or self-generated GTIN	Placeholder like “000000000000”
Missing Brand Information	Brand field missing or incorrect in feed	Leaving brand field blank

Also Read: How to Fix Google Merchant Center Misrepresentation Suspension Error

How to Fix the “Invalid Value [GTIN]” Error

Step-by-Step Guide to Fix the “Invalid Value [GTIN]” Error:

1. Double-Check Your GTIN

Verify GTINs on product packaging or documentation.
Use GTIN validation tools such as GS1’s Check Digit Calculator.
Ensure UPCs (12 digits), EANs (13 digits), and ISBNs are formatted correctly.

2. Ensure Proper GTIN-Brand Matching

Confirm that the brand in your product feed matches the official brand associated with the GTIN.

3. Avoid Placeholder or Incorrect GTINs

Remove dummy values like “123456789012.”
Fix any typos or misentered digits.

4. Set the Correct Identifier Attribute

For products without GTINs (e.g., handmade or custom items), use identifier_exists=FALSE.
Only use this setting for truly GTIN-exempt products.

5. Use Google Merchant Center Tools

Visit the Diagnostics tab in GMC.
Download the detailed error report.
Update the relevant product information in your feed and resubmit.

6. Use Feed Management Tools

For large catalogs, tools like DataFeedWatch, Shopify’s Google Channel, or Feedonomics help manage GTINs more efficiently.

7. Contact the Manufacturer or Supplier

If you’re unsure about a GTIN, reach out to your supplier or product manufacturer.

8. Re-upload and Monitor

Once corrections are made, resubmit your feed.
Allow 24-48 hours for Google to validate the changes.

Pro Tips to Prevent Future GTIN Issues

Develop internal GTIN validation procedures during product onboarding.
Register your own products through GS1 for authentic GTINs.
Regularly audit your Google Merchant Center GTIN error reports.
Follow Google’s guidelines for GTIN troubleshooting in Google Merchant Center.

Still Getting GTIN Errors?

Check feed formatting (e.g., misaligned columns or missing attributes).
Review Google’s product data specification guidelines.
Contact Google Merchant Center Support for advanced troubleshooting.

Final Thoughts

Fixing the “Invalid Value [GTIN]” error involves more than correcting a code. It requires a solid understanding of product identifiers and proper feed management. Accurate GTINs improve product visibility, prevent Google Shopping product disapproved GTIN issues, and support a healthy GMC account.

Need help with how to fix GTIN error in Google Shopping or optimize your feed? Contact Trusted Web Eservices — Your Google Merchant Center experts.

FAQs About Enhanced Measurement in GA4

What is a GTIN error in Google Merchant Center?

A GTIN error occurs when product listings have missing, incorrect, or invalid Global Trade Item Numbers. Google Merchant Center GTIN errors prevent your products from showing in Google Shopping ads.

How do I find the correct GTIN for my products?

You can find GTINs on product packaging under the barcode. Contact your product manufacturer or supplier. Use GS1 databases to validate GTINs.

Can I sell products without GTIN on Google Shopping?

Yes. For handmade, private label, or antique items, set identifier_exists=FALSE. For all other products, valid GTINs are mandatory.

What are the different types of GTINs accepted by Google?

UPC codes (12 digits) for North America
EAN codes (13 digits) for Europe
ISBN numbers for books
JAN codes for Japan

How do I update GTINs in Google Merchant Center?

Log into GMC, edit the feed, update GTIN values, and resubmit. Google processes changes in 24–48 hours.

What happens if I use incorrect GTINs?

Incorrect GTINs cause product disapprovals. Your products will not show in Google Shopping results. Google may suspend accounts that repeatedly submit wrong GTINs. Sales and visibility decrease significantly.

How Trusted Web Eservices help you to Fix “Invalid Value [GTIN]” Error in GMC?

Trusted Web Eservices provides complete support for fixing GTIN errors in GMC. We audit your feed, validate using GS1 GTIN validation, correct mismatches, and resolve any GTIN issues blocking product approval.

What type of GMC services or solutions are provided by Trusted Web Eservices?

We provide complete Google Merchant Center (GMC) solutions, including:

Merchant Center account setup
Product feed creation and Google Shopping feed optimization
Error fixing (GTIN, title, image, availability, etc.)
Suspension recovery (Misrepresentation, Policy Violation)
Integration with Shopify, WooCommerce, Magento
Ongoing feed monitoring and troubleshooting

Bhavesh Patel

Verified Technical SEO & Tracking Specialist

Bhavesh Patel is a technical SEO expert with extensive experience in web tracking and analytics. As a specialist in Google Analytics 4 and Google Tag Manager, he helps businesses implement cutting-edge solutions for tracking, SEO, and conversion optimization.

How to Fix “Invalid Value [GTIN]” Error in Google Merchant Center