What is GTIN in Google Merchant Center? A Complete Guide for E-commerce Sellers

As a Google Ads specialist who has onboarded hundreds of merchants to Google's shopping ecosystem, I've found that GTIN confusion is one of the most common roadblocks to successful product listings. Let me break down exactly what GTINs are, why they matter, and how to implement them correctly in your Merchant Center account.

GTIN Example

What is a GTIN?

GTIN stands for Global Trade Item Number. It's a unique identifier assigned to products sold globally, ensuring that your specific product can be universally recognized across different platforms, retailers, and countries. The most common type of GTIN is the 13-digit barcode number (formerly called EAN) you see on most retail products.

GTINs come in several formats:

• UPC (Universal Product Code): 12 digits, primarily used in North America

• EAN (European Article Number): 13 digits, used internationally

• ISBN (International Standard Book Number): 13 digits, used for books

• JAN (Japanese Article Number): 13 digits, used in Japan

Why Google Merchant Center Requires GTINs

Google requires GTINs for several critical reasons:

1. Improved Product Matching: GTINs help Google accurately match your products to search queries and compare them with identical products from other merchants.

2. Enhanced Ad Performance: Products with valid GTINs typically receive significantly more impressions and clicks than those without them. Google's algorithms favor products it can confidently identify.

3. Eligibility for Shopping Programs: Many Google Shopping features, including Shopping Actions, Buy on Google, and certain promotion types, require valid GTINs.

4. Reduced Disapprovals: One of the most common reasons for Merchant Center disapprovals is missing or incorrect GTINs for products that require them.

When Are GTINs Required?

This is where many merchants get confused. Google doesn't require GTINs for every product, but they do require them for:

• Products that have been assigned a GTIN by the manufacturer

• Products sold by multiple retailers (not exclusive to your store)

• New products (used, custom, or vintage items are exempt)

How to Find Your Product's GTIN

If you're a reseller, the GTIN should be:

• Printed on the product packaging as a barcode number

• Listed in your supplier's or manufacturer's product documentation

• Available in your supplier's online catalog or ordering system

If you're a manufacturer, you would have assigned GTINs to your products through organizations like GS1.

Adding GTIN in Google Merchant Center

Adding GTINs to your product feed is straightforward. You'll need to include the appropriate attribute in your feed: <g:gtin>9781234567890</g:gtin> Or in a CSV feed: id,title,description,price,gtin 123,Sample Product,Product description,19.99,9781234567890 What If Your Products Don't Have GTINs?

If your products legitimately don't have manufacturer-assigned GTINs, you have several options:

1. Identify Exempt Categories: Custom products, vintage items (older than 20 years), and certain product categories may be exempt.

2. Use the 'identifier_exists' Attribute: For legitimately GTIN-exempt products, set this attribute to 'false': <g:identifier_exists>false</g:identifier_exists> Apply for MPN Exceptions: For certain product categories, Manufacturer Part Numbers (MPNs) can be used instead of GTINs, but you must also include the brand attribute.
   

Common GTIN Issues and How to Solve Them

Issue 1: Invalid GTINs

Google validates the check digit and format of GTINs. If you're receiving errors, verify you're not truncating digits or mixing up UPC and EAN formats.

Issue 2: GTIN Mismatch

If Google detects that your GTIN belongs to a different product than what you're listing, your products may be disapproved. Always ensure you're using the correct GTIN for the exact product variant you're selling.

Issue 3: Multiple Products with the Same GTIN

Each product variant (different sizes, colors, etc.) should have its own unique GTIN. Using the same GTIN for multiple products will result in disapprovals.

Best Practices for GTIN Management

1. Maintain a GTIN Database: Create a central repository of all your product GTINs for easy reference and update.

2. Verify Before Listing: Always verify GTINs with suppliers before adding new products to your feed.

3. Monitor Disapprovals: Regularly check the Diagnostics section in Merchant Center for any GTIN-related issues.

4. Use Feed Rules: Set up feed rules in Merchant Center to automatically fix common GTIN formatting issues.

Conclusion

Proper GTIN implementation is a fundamental requirement for successful Google Shopping campaigns. While it may seem like just another technical hurdle, adding GTIN in Google Merchant Center correctly actually benefits your business by improving your product visibility, increasing click-through rates, and reducing the frequency of product disapprovals.

By understanding what GTINs are, when they're required, and how to implement them correctly, you'll be well on your way to creating a high-performing product feed that drives traffic and conversions through Google Shopping. If you need help implementing GTIN codes to your feed feel free to Contact Us