What is identifier exists in Merchant Center?
WeAdU · Updated 5 October 2026
In Merchant Center, the identifier exists attribute `[identifier_exists]` flags that no unique product code was assigned. The codes themselves go in GTIN, MPN, and brand.
What does it not name?
It is not the GTIN, not the MPN, and not the brand. Those three attributes carry the code when one exists. The id is the merchant's own reference. The item group id ties variants together. The condition attribute tells you whether the product is new, refurbished, or used. This attribute answers one question only: was a unique product code assigned?
Which figures are on the homepage?
Exact text from the homepage, read on 5 October 2026.
| Block | Exact text |
|---|---|
| Clients | 70% of clients see a higher ROAS after we restructure their accounts |
| Scope | 14 of 20 clients, over 12 months |
| Spend | $32M+ ad spend managed |
| Sales | $241M+ in sales generated |
| Tracking | $132M+ tracked in Google Ads |
| Conversions | 5.3M+ conversions |
| Duration | 24+ years (2002) |
What does the help require?
According to the help page read on 15 October 2026, the attribute is recommended when the product has no GTIN, no MPN, and no brand. For a new product submitted with the condition attribute and no assigned code, the help asks for the value no or false. Those values are written in English, not in the language of the file. Text and XML sources accept yes, true, no, and false. The API accepts only true and false.
Set no or false only when you are certain that no code was assigned. According to this help page, a product that has a code but is submitted as no receives a warning. The GTIN and MPN entries, already published, say that the default is yes. Do not use the attribute to hide a number you have not checked. The cases the help names are a custom or one-of-a-kind item, and a product from before GTINs existed, such as an antique.
Where does it help in a file of several brands?
One file can mix brands that have a GTIN with rows that have no manufacturer code. Rows with a code keep the GTIN, the brand, and the MPN, and rows without one send identifier exists. The brand entry, already published, covers a different case: when you manufacture the product, you are its only seller, and it has no official brand, the store name is the brand, with an MPN of your choosing, rather than this attribute set to false. That entry is left as it stands.
Where is the catalogue already described?
Homepage, Automate step, read on 5 October 2026: "Daily product classification, custom label updates, and feed maintenance." The article on Performance Max structure, linked below, is the catalogue source.
What does the WeAdU audit cover?
On the homepage, read on 5 October 2026: "The free audit covers Google Ads only." No Google Ads account figure here.
Help pages
Merchant Center help page read on 15 October 2026.