Google Updates Identifier Exists [identifier_exists] Policy for Shopping Ads

Google this week announced an update to its Shopping Ads policy regarding the identifier exists [identifier_exists] attribute. Previously, offers with the Item issue Incorrect value: identifier exists [identifier_exists] would have been disapproved. However, as of December 2023, these offers will now receive a warning instead of a disapproval.

What is the identifier exists [identifier_exists] attribute?

The identifier exists [identifier_exists] attribute is used to indicate whether or not a product has unique product identifiers (UPIs). UPIs are product codes that help Google accurately match search queries with products.

Which products require UPIs?

Products that are widely manufactured and have a GTIN (Global Trade Item Number) are required to have a UPI. Apparel and media products are also required to have a UPI, but in these cases, the UPI can be an ISBN (International Standard Book Number) or EAN (European Article Number).

What happens if I don't have unique product identifiers for my products?

If your product is new and doesn't have assigned product identifiers that meet the requirements, advertisers should submit the identifier exists [identifier_exists] attribute with a value of no or false. This will notify Google that your product does not have unique product identifiers, and it may limit the visibility of your product in search results.

How to use the identifier exists [identifier_exists] attribute:

To use the identifier exists [identifier_exists] attribute, you can follow these steps:

1. Submit the identifier exists [identifier_exists] attribute with a value of no or false for products that do not have UPIs.
2. Submit the GTIN [gtin], MPN [mpn], and brand [brand] attributes for products that have UPIs.
3. Ensure that your product data is formatted correctly according to Google's guidelines.

Examples of product data with the identifier exists [identifier_exists] attribute:

• Product: Customized black dress, size medium, $32 USD
• AttributeValues:
  • Title [title]: Customized Black Dress
  • Price [price]: $32 USD
  • Color [color]: Black
  • Size [size]: M
  • Identifier exists [identifier_exists]: no
  • Condition [condition]: new
  • Bundle [is_bundle]: yes
  • GTIN [gtin]: (Leave blank)
  • MPN [mpn]: (Leave blank)
• Product: Hand-knitted, orange and black polka dot wool scarf, $15 USD
• AttributeValues:
  • Title [title]: Hand knitted polka dot wool scarf - orange / black
  • Price [price]: $15 USD
  • Color [color]: Orange / black
  • Identifier exists [identifier_exists]: no
  • Condition [condition]: new
  • GTIN [gtin]: (Leave blank)
  • MPN [mpn]: (Leave blank)

Google recommends advertisers review the product data and ensure that the identifier exists [identifier_exists] attribute is used correctly. This will help you to avoid having your offers disapproved and will ensure that your products are displayed more accurately in search results.