Incorrect value [identifier exists]

What this error means

The identifier_exists attribute tells Google whether a product has unique identifiers such as a GTIN, MPN, or brand. This warning means the value contradicts your other data. Either it is set to no while the feed also contains identifiers, or it is set to yes (or left at its default, which is yes) while no identifiers are submitted for a product that should have them. Google usually ignores the wrong value and processes the product anyway, but the contradiction can cost you the better matching and visibility that correct identifiers earn.

Why it happens

The most common form is a feed rule that sets identifier_exists to no for the whole catalog, added at some point to silence GTIN errors, while most products actually do carry a brand and barcode. The reverse form comes from private-label products whose feed omits identifiers but never says so, leaving Google to expect a GTIN that will never come.

How to fix it

1. Split your catalog into two groups: products with real identifiers and products without, such as handmade or private-label items.
2. For products with identifiers, submit the gtin, mpn, and brand you have, and either drop identifier_exists or set it to yes.
3. For products that genuinely have no identifiers, set identifier_exists to no and leave gtin and mpn empty. A brand alone can still be submitted if the product has one.
4. Remove any blanket feed rule that forces one value across the entire catalog. The attribute only works when it is set per product.
5. Resubmit the feed.

Fixing it in your store

Drive identifier_exists from data instead of setting it by hand. A feed rule like "if the GTIN field is empty, set identifier_exists to no, otherwise leave it out" keeps the attribute truthful automatically as the catalog changes. If your store mixes branded resale with private label, make sure the barcode field is filled for the branded part, since that is what feeds the rule.

How long until it clears

Expect the warning to disappear within 1 to 3 days after the corrected feed is processed.