Invalid value [id]

What this error means

The id attribute is the unique identifier for each product in your feed. When its value contains characters Google cannot accept, or is not valid text encoding, Google cannot process the item and rejects it. This is about the format of the identifier, not whether it is unique.

Why it happens

An id is rejected when it contains invalid characters or invalid encoding, for example stray control characters, non-standard symbols, or text that is not valid UTF-8. It also fails when it exceeds the allowed length or contains leading or trailing whitespace. This usually comes from how the feed generates the id rather than a deliberate choice.

How to fix it

1. Use a simple, stable id made of standard characters, such as your SKU.
2. Remove invalid characters, control characters, and stray whitespace.
3. Make sure the feed is exported in valid UTF-8 encoding.
4. Avoid changing an id once it is assigned, since a new id creates a new product entry and loses the original's performance history.
5. Update the feed and wait for re-crawl.

Fixing it in your store

Invalid ids almost always come from the feed export, for example an encoding mismatch that turns accented characters into invalid bytes, or a SKU field with hidden characters. Map the id to a clean, unique field such as the SKU, confirm the feed is UTF-8 encoded, and trim whitespace. Keep the id stable so you do not reset each product's performance history.

How long until it clears

Once the id values are valid and the feed is re-crawled, expect the products to qualify within 1 to 3 days.