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Troubleshooting Target+ Error: "DATA_VALIDATION: The item's barcode is an unsupported format"

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Written by Sam E.
Updated yesterday

Fixing Target+ Error: "DATA_VALIDATION: The item's barcode is an unsupported format"

This guide provides troubleshooting steps to resolve the Target+ integration error related to unsupported barcode formats. It also includes instructions for properly saving your files to prevent Excel formatting errors, alongside a utility to verify your Global Trade Item Numbers (GTINs).

Why am I seeing this error?

The DATA_VALIDATION: The item's barcode is an unsupported format error occurs when the GTIN or barcode submitted for a product in your Target+ feed does not meet GS1 format specifications (e.g., UPC, EAN, or ISBN).

This is usually caused by one of the following issues:

  • Excel Auto-Formatting (Scientific Notation): When opened in Excel, long GTINs often automatically convert to scientific notation (e.g., 1.23457E+11) or lose their leading zeros.

  • Non-numeric characters: The GTIN contains letters, symbols, or spaces (e.g., 123-4567890). GTINs must consist only of numbers.

  • Incorrect Length: GTINs have specific, standardized lengths, typically 12, 13, or 14 digits.

  • Failed Check Digit Validation: The final digit of the barcode does not mathematically validate the preceding digits, typically indicating a typo.

  • Using Internal Identifiers: You might be accidentally submitting an internal SKU or product code instead of the official manufacturer-assigned GTIN.

Prevent Excel from Ruining Barcodes (The Scientific Notation Fix)

Excel is notorious for automatically converting long numbers into scientific notation or dropping leading zeros. If you save your file while it looks like this, the corrupted data will be pushed to your feed.

To prevent this "scientific notation nonsense," you must format the column correctly before pasting your data and saving it as a CSV.

Step-by-Step formatting:

  1. Open a blank Excel workbook. (Do not double-click a CSV to open it directly, as Excel will instantly apply incorrect formatting).

  2. Select the entire column where your barcodes/GTINs will go (e.g., click the "A" at the top of the column).

  3. Right-click the highlighted column and select Format Cells.

  4. Under the Number tab, select Text from the category list and click OK.

  5. Paste your barcodes into this column. (Note: If you are copying from another source, right-click and choose "Paste as Values" or "Match Destination Formatting" to preserve the Text format).

  6. Once your data is ready, go to File > Save As.

  7. In the file format dropdown, select CSV UTF-8 (Comma delimited) (*.csv) and save your file.

How to Fix the Issue

If you have already received the barcode error from Target+, follow these four steps to correct and resubmit your product data:

  1. Identify Affected Products: Check your Target+ Error Log or Product Feed Report. Filter for the "unsupported format" error and note the affected SKUs.

  2. Verify the Correct GTIN: Track down the official manufacturer-assigned GTIN. Ensure the value is 100% numeric (no dashes or spaces) and the correct length (12, 13, or 14 digits).

  3. Update Data in Acenda: Go to your Acenda catalog. Locate the affected products and update the barcode/GTIN field with the correct, fully numeric value. Save your changes.

  4. Resubmit to Target+: Acenda will automatically generate a new feed sync. Allow time for Target+ to process the updated feed and clear the error.

Bonus: Excel Formulas for Confirming Check Digits

To help catch typos before you upload your feed, you can use these Excel formulas based on the standard GS1 Modulus 10 algorithm. They will instantly tell you if the last digit (the check digit) is mathematically valid.

How to use this: Enter your GTIN into cell A2, and paste the corresponding formula below into cell B2.

(Note: If you are using an older version of Excel, you may need to press Ctrl+Shift+Enter to apply the array formula. Modern versions of Excel/Microsoft 365 just require hitting Enter.)

For 12-digit UPCs

Excel

=IF(MOD(SUMPRODUCT(MID(A2,ROW(INDIRECT("1:11")),1)*(MOD(ROW(INDIRECT("1:11")),2)*2+1))+(MID(A2,12,1)*1),10)=0,"Valid Check Digit","Invalid Check Digit")

For 13-digit EANs

Excel

=IF(MOD(SUMPRODUCT(MID(A2,ROW(INDIRECT("1:12")),1)*(MOD(ROW(INDIRECT("1:12")),2)*1+2))+(MID(A2,13,1)*1),10)=0,"Valid Check Digit","Invalid Check Digit")

Best Practices & Escalation

To prevent future errors, ensure your data ingestion process always verifies that GTIN fields contain numeric-only input, have the correct length (8, 12, 13, or 14 digits), and are manufacturer-assigned (not internal SKUs).

Escalation: If you have diligently checked your GTINs, formatted your CSV correctly to avoid scientific notation, confirmed the validity of the check digit, and still receive the error after resubmitting, the issue may be on Target's end. We recommend opening a case directly with Target+. Provide them with the affected SKUs and the verified GTINs so they can investigate potential system-side validation issues.

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