Google Merchant import error
How to fix "Missing value [gtin]"
What this error means and the exact, free way to fix it — right in your browser, with nothing uploaded.
If your import fails with:
What it means
Google uses product identifiers — GTIN (the barcode), plus brand and MPN — to match your products to known listings. "Missing value [gtin]" means the gtin column is empty or wasn't recognized.
Common causes
- You do have barcodes in your export, but they're in a differently-named column (Shopify "Variant Barcode", WooCommerce "GTIN, UPC, EAN, or ISBN", Square "GTIN") that didn't map to Google's gtin field.
- You genuinely don't have GTINs for these products (common for custom or handmade items).
How to fix it
The fix depends on which of the two cases you're in — and we're honest about the one we can't solve.
- If you have barcodes: convert your export to a Google Merchant feed with the free converter — it maps your barcode column straight into Google's gtin field.
- If you truly don't have GTINs: this isn't a formatting fix. Set identifier_exists to "no" and supply brand + MPN instead, or obtain real GTINs from GS1. No tool can invent valid barcodes for you.
We won't pretend the converter can create GTINs. It can only move barcodes you already have into the right column — anything else would be inventing data, which we never do.
Map your barcodes to gtin — free
If your products already have barcodes, the converter maps them into Google's gtin field when you build a Google Merchant feed.
Shopify → Google MerchantWooCommerce → Google MerchantBigCommerce → Google MerchantAmazon → Google Merchant
Also free, in your browser: all CSV tools · the converter · Fix a CSV · Split CSV