Fixing Google Merchant Center Issues for Shopify Product Variants

Are you struggling with Google Merchant Center complaints about missing barcodes or MPN numbers for your Shopify product variants? You’re not alone. Many Shopify store owners face this challenge, especially when dealing with custom products or items available in multiple sizes. In this comprehensive guide, we’ll explore the ins and outs of adding MPN numbers to Shopify product variants and how to resolve issues with Google Merchant Center.

Understanding the Problem

The Google Merchant Center Dilemma

Google Merchant Center is a crucial tool for e-commerce businesses looking to showcase their products on Google Shopping. However, it can be quite particular about product identifiers, often causing headaches for store owners.

The Shopify Variant Conundrum

While Shopify allows you to create product variants easily, adding unique identifiers like MPN numbers to each variant can be tricky, especially when using the Google Shopping app.

The Importance of Correct Product Identifiers

Proper product identification is not just a Google requirement; it’s essential for maintaining accurate inventory and improving your product’s visibility in search results.

The Recommended Solution

Leveraging Google Merchant Center Feed Rules

The most effective way to address this issue is by using feed rules in Google Merchant Center. This method allows you to correctly set up product identifiers without the limitations of the Shopify Google Shopping app.

Steps to Implement Feed Rules

Access your Google Merchant Center account
Navigate to the Feed Rules section
Create rules to clear existing GTIN, MPN, and Brand data
Set the “identifier exists” attribute to “no” for products without barcodes

Why This Method Works

By using feed rules, you bypass the restrictions of the Shopify interface and directly control how your product data is interpreted by Google Merchant Center.

Alternative Approaches and Considerations

Custom Products Without Variants

For custom products without variants, you can often resolve issues by assigning an MPN number and marking the item as a custom product within Shopify.

The Importance of Accurate Data

It’s crucial to remember that all product identifiers must be 100% correct. Never assign random or fake data, as this can negatively impact your product ranking and overall performance on Google Shopping.

When to Use Product Identifiers

If you don’t have valid barcodes or manufacturer-assigned MPNs, it’s best to set your products as custom and not use these fields at all.

Dealing with Variant-Specific Challenges

The Limitation of Shopify’s Google Shopping App

Unfortunately, the Google Shopping app for Shopify doesn’t allow assigning unique MPNs to each variant, which can be problematic for products like coffee sold in different sizes.

Workarounds for Variant MPNs

While not ideal, some store owners have found success in creating separate products for each variant to assign unique MPNs. However, this can be time-consuming for stores with many products.

The Future of Shopify and Google Merchant Center Integration

Ongoing Improvements

Shopify and Google are continually working to improve their integration. While the current situation isn’t perfect, future updates may address these limitations.

Third-Party Solutions

For those needing more control over their product feed, third-party apps and services can offer additional functionality, though they often come with a cost.

Best Practices for Google Merchant Center Success

Regular Feed Monitoring

Keep a close eye on your Google Merchant Center feed and address any issues promptly to maintain good standing.

Staying Informed

Google’s requirements and best practices can change. Stay updated by regularly checking Google’s official documentation for merchants.

Prioritizing Data Accuracy

Always prioritize the accuracy of your product data. It’s better to have fewer, correctly identified products than a large number of poorly categorized items.

By following these guidelines and utilizing the recommended feed rule solution, you can overcome the challenges of adding MPN numbers to Shopify product variants and improve your performance on Google Merchant Center. Remember, the key is to provide accurate, consistent data that aligns with Google’s requirements while working within the constraints of the Shopify platform.