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

Fixing Target+ Error: "DATA_VALIDATION: Barcode Unsupported"

This guide covers how to resolve the Target+ "unsupported barcode format" error. We’ll also show you how to properly save your files to prevent Excel from corrupting your data, along with a few handy formulas to verify your Global Trade Item Numbers (GTINs) before you upload.

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 to Target+ doesn’t meet GS1 specifications. Essentially, Target’s system looks at your barcode and says, "I don't recognize this."

Common Culprits:

Excel’s "Helpful" Formatting: Excel often converts long numbers into scientific notation (e.g., 1.23E+11) or strips leading zeros. If you save your file with these "corrupted" numbers, the data sent to Target+ will be invalid.
Non-Numeric Characters: GTINs must be pure numbers. No dashes, spaces, or letters (e.g., 123-456 is a no-go).
Incorrect Length: GTINs have strict, standardized lengths—typically 12, 13, or 14 digits.
Failed Check Digit: The final digit of a barcode is a mathematical "check" of the digits before it. If there’s a typo, the math won't add up.
SKUs vs. GTINs: Using an internal SKU or a "placeholder" number instead of an official manufacturer-assigned GTIN.

Prevent Excel from Ruining Your Barcodes

Excel is notorious for "cleaning up" numbers in ways that break barcodes. To stop this, you need to tell Excel to treat your barcode column as Text before you even think about saving.

Step-by-Step Formatting

Start Fresh: Open a blank Excel workbook. (Avoid double-clicking an existing CSV to open it, as Excel will auto-format the numbers the moment the file opens).
Format the Column: Select the entire column where your barcodes/GTINs will live (e.g., click the "A" header).
Set to Text: Right-click the column > Format Cells > Select Text > Click OK.
Paste Carefully: Paste your barcodes. If copying from another source, right-click and choose "Paste as Values" to keep that Text formatting intact.
Save Your Work: > Pro Tip: Microsoft Excel (XLS or XLSX) is the preferred file format for Acenda. While CSV UTF-8 is allowed, using the native Excel format is the best way to prevent your data from being mangled during the save process.

How to Fix the Issue

If the error has already hit your Target+ dashboard, follow these steps to clean it up:

Identify the SKUs: Check your Target+ Error Log or Product Feed Report to see exactly which SKUs are failing.
Verify the GTIN: Double-check the manufacturer-assigned GTIN. Ensure it is 100% numeric and the correct length (12, 13, or 14 digits).
Update in Acenda: Navigate to the affected products in your Acenda catalog and update the barcode/GTIN field with the clean, numeric value.
Resubmit: Acenda will automatically trigger a new feed sync. It may take a little time for Target+ to process the update and clear the error flag.

Bonus: Excel Formulas for Validating Check Digits

Catch typos before they become errors. Enter your GTIN into cell A2 and paste the corresponding formula below into cell B2 to see if the math holds up.

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")

(Note: If you're on an older version of Excel, you may need to hit Ctrl+Shift+Enter to activate these as array formulas.)

Best Practices & Escalation

Always ensure your data ingestion process verifies that GTIN fields are numeric-only and have the correct length (8, 12, 13, or 14 digits).

When to Escalate: If you have verified the GTIN is correct, the check digit is valid, and you have uploaded the file in the preferred XLS/XLSX format but still see the error, it’s time to call in reinforcements. Open a case directly with Target+ Support and provide the specific SKUs and GTINs so they can investigate potential validation issues on their end.