Google Merchant Center: Incorrect value [gtin] · Invalid value [gtin] · Reserved GTIN · Mismatched GTIN

The barcode number (GTIN) you sent isn't valid

What Google's message means

Google checked the GTIN and it failed: the length or check digit is wrong, it belongs to a reserved range, or it belongs to a different product or brand.

Common causes on Shopify

• A SKU or internal code was typed into Shopify's Barcode field.
• Leading zeros were dropped by a spreadsheet during a CSV import (e.g. 012345678905 became 12345678905).
• The same barcode was copied to every variant.
• A barcode bought from a reseller instead of GS1 is registered to another company, or the GTIN belongs to a different brand than the one you send.

How to fix it

1. 1Compare the barcode in Shopify with the one printed on the product. Look for typos, missing leading zeros, or SKUs pasted into the barcode field.
2. 2Make sure it is 8, 12, 13 or 14 digits and the final check digit is correct (FlagClear validates this for you).
3. 3If you sell a private-label product, register real GTINs with GS1 or remove the barcode and set identifier_exists = no.
4. 4Save the corrected barcode in Shopify and let the Google channel resync.

In Shopify: Fix it in Products → product → variant → Barcode. SKU and Barcode are different fields.

How to stop it coming back

• Format barcode columns as text before editing product CSVs.
• Validate check digits before saving (FlagClear does this when it suggests a fix).
• Register your own GTINs with GS1 for private-label products.

Google's wording and requirements change from time to time; always check the help link shown next to the issue in Merchant Center. FlagClear isn't affiliated with Google and can't guarantee review outcomes or reinstatement.