Products rejected in Google Merchant Center because of the GTIN are a common problem in online stores, and they almost always come from the XML feed. This guide explains the most frequent causes and what can be fixed safely.
What a GTIN is
GTIN (Global Trade Item Number) is the number of the product's barcode. In the feed, it goes in the g:gtin tag. A valid GTIN has 8, 12, 13 or 14 digits and the last one is a check digit, calculated from the previous ones. If any digit is wrong, Merchant Center rejects the value.
Common causes of the error
- GTIN with a mask: dots, spaces or dashes in the middle of the number (
789.123...). - Wrong length: too few or too many zeros, or an internal store code instead of the barcode.
- Invalid check digit: the number has the right length but was typed or generated wrong.
- Empty field on products that should have a barcode.
- Malformed XML: stray HTML in the description, an unescaped
&and unclosed tags make Merchant Center read the feed wrongly.
How to fix each case
Mask and broken XML
Remove dots, spaces and dashes from the GTIN and leave only the digits. In descriptions and titles, remove the HTML and escape & as &. This can be done in bulk with a tool.
Invalid check digit
There is no honest automatic fix here: only the manufacturer knows the right number. Check the GTIN on the packaging or in the supplier's catalog. Making up a number that passes validation is worse than leaving the field out, because Google may reject the product for incorrect information.
Product without a GTIN
If the product really has no barcode (handmade items, made to order, private label), don't fill in g:gtin. Send the brand and the manufacturer code (g:brand and g:mpn) and, when no identifier exists, set g:identifier_exists to no. Check Google's official documentation for the rules of your category.
How the XML Fixer helps
The ResolveLabs XML Fixer handles the mechanical part of the problem, right in your browser:
- removes the GTIN mask;
- flags GTINs with an invalid check digit, so you can confirm them with the supplier (it doesn't make up numbers);
- removes HTML from descriptions and titles;
- fixes stray
&, non-standard prices and missing IDs.
It's a PRO plan feature. If you just want to check the XML structure first, the XML viewer is free.
Quick checklist
- Is the feed well-formed XML?
- Do the GTINs have 8, 12, 13 or 14 digits, with no mask?
- Were the GTINs flagged as invalid checked with the manufacturer?
- Do products without a barcode have no
g:gtinand the rightidentifier_exists? - After fixing, was the feed resubmitted and the status followed in Merchant Center?