GTIN is the most popular product identifier used by Google Shopping. This is undoubtedly the most popular identifier and has caused many problems for online retailers in recent years, as Google tightened GTIN requirements.
It is an unfortunate reality that online retailers must address if they are to achieve results with their shopping ads.
We have compiled important GTIN information for you to help you understand why this attribute is so important to your listings.
What is a GTIN?
GTIN is shorthand for Global Trade Identification Number. It uniquely identifies trade products, items, and services.
GTIN covers a variety of ID numbers. These are:
UPC (Universal Product Code )
- It is used primarily in North America
- 12 digits
EAN (European Art Number)
- Used mostly outside North America
- 13 digits
JAN (Japanese Art Number)
- Only in Japan
- 8 or 13 digits
ISBN (International Standard Book Number).
- Useful for books
- Use Globally
- ISBN-10: 10 digits. This depreciated in 2007. Not all books can be represented with this.
- ISBN-13: 13 digits
ITF-14
- Multipacks
- 14 digits
You can find more information about each ID number by clicking.
GTIN Requirements
Google now needs GTINs to access all new products for which a GTIN has been assigned by the manufacturer.
You must submit the mark attribute if your product requires a GTIN. MPN may be recommended, but is not required.
Google submissions of GTINs must be in compliance with the official GS1 validation guide.
Multiple variations of products, such as size or color, should be assigned a GTIN value. If you sell a shirt in both red and blue, each shirt should have its own GTIN.
Locating a GTIN
GTINs can be found on the barcode of the product packaging or on the book cover. You should contact your manufacturer if you are unable to locate the GTIN for your product. You can find more information on how to locate the GTIN in Google’s help article.
GTINs have many benefits
GTINs are a popular attribute because they can help you improve your ads.
Your product ads will be more visible in relevant searches if you include more information. Google can use GTINs to help them better classify and present your products to the right buyers. This opens up more opportunities for conversions.
Although it may seem daunting at first, the process of finding your product’s GTINs can be very beneficial in other areas than Google Shopping. This allows you to list on major marketplaces like Amazon, eBay, and Walmart more effectively.
GTIN-free products
GTINs may not be assigned to all products. These could include:
- Brand products
- Replacement products
- Original equipment manufacturer (OEM), parts and replacements for OEM parts
- Products custom-made, such as custom-made t-shirts
- Books published before ISBN was adopted as an ISO standard by 1970
- Vintage or antique products
If you don’t have a GTIN for your product, you will need to submit the mpn attributes along with the brand.
You will also receive errors in Merchant Center if you do not submit a GTIN to a product that does require one. Before submitting without this attribute, make sure you carefully review Google’s GTIN requirements.
Shopify merchants who use the Google shopping app for free have complained that their barcodes were not being submitted to Google Merchant Center for three weeks. You will also see warnings like GTIN is required to this product or Limited performance missing product identifications. You do have barcodes in Shopify.
The issue is simply the app that you are using to submit barcodes.
Shopify was supposed to resolve the issue within 1 to 2 weeks. I didn’t create a solution post. It’s been three weeks since the issue was fixed, but it still hasn’t been resolved. Instead, you’ll get replies saying to contact Google support. Then, Google will tell you to contact Shopify.
Shopify was not able to fully understand the problem in this instance. Let’s get on with the task and solve this issue immediately.
Solution 1
Shopify > Sales Channels> Google > Manage Availability
All barcode-equipped products must be marked false under custom items.
Solution 2
Dave suggested that bulk editing can be done by downloading all of your products. Shopify > Products > Export
Click on Export Products to select all products
Open the CSV file emailed to your inbox. Search for the column Custom Product. Add the FALSE values to all products.
Save your CSV file, then go to Shopify > Products > Import > tick the box next To Overwrite existing products with the same handle.
Solution 3
You can add missing information to supplement feeds if you don’t have many products. First download a copy of your data and then delete all columns except ID.
Make sure all barcodes have been added to your data. Copy the data and create an Google Sheet . The referenced article explains how to add this sheet as a supplement feed.
Solution 4
You can choose another data feed app if you have too many data to edit. Because it offers all the features I need for optimizing the data feed quality, I recommend Multiple Google Shop Feeds or DataFeedWatch to my clients. This results in more impressions and lower CPC. This link is affiliate. But, I wouldn’t recommend anything I don’t use regularly.
