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If you’ve spent any time setting up a Google Shopping campaign or uploading product feeds into Google Merchant Center, you’ve probably run into the term GTIN. It shows up in red warning labels, feed requirements, and optimization checklists; and, if you don’t handle it correctly, your ads might not show at all. We definitely don’t want that to happen.
So what exactly is a GTIN? Why does Google care so much? And how do you make sure your feed is set up to win?
First things first, GTIN stands for Global Trade Item Number. It’s a universal product identifier used by manufacturers and retailers to identify specific versions of products. Think of this product identifier like a passport number, but for products. It says, “this exact pair of running shoes, in this size, with this barcode, is a unique item to the world.”
GTINs are assigned by GS1, which is the global organization that manages supply chain standards. They make sure that each GTIN is globally unique and ties to a specific product configuration. There are a couple of different formats you might encounter, depending on where the product is sold, and how it’s packaged.
No matter which format is used, a GTIN is meant to do one thing: uniquely identify a product at the most granular level. This isn’t just a broad label for a product line, it defines one specific variation of a product, like a medium-sized blue shirt or a 64GB version of a smartphone.
GTINs must be:
In Google’s ecosystem, GTINs help the algorithm identify your product, connect it with the right search queries, and group it with the same item being sold by other retailers. It’s a major part of Google’s product catalog standardization, and it’s required in nearly every high-priority product category.
GTINs are foundational to modern ecommerce. They’re not just compliance checkboxes; they’re the key to ensuring your products are indexed correctly, compared fairly, and surfaced consistently across Google Shopping results.
And with Google continuing to automate listings, recommendation engines, and ad delivery using structured data, having valid GTINs in your product feed is more essential than ever.
GTINs are not just a technical field in your feed, they are a signal of trust and clarity for Google.
When you include a valid GTIN in your Shopping feed, Google knows exactly what you’re selling. This isn’t about helping the system guess. It’s about letting the system know, without ambiguity, what product you offer down to its brand, version, and variant.
GTINs enable Google to enrich your listings with data from its product catalog. That means things like aggregated product reviews, seller ratings, details specs, pricing comparisons, and even badges like “Best Seller” or “Popular Item” become accessible. You’re not building all this content yourself, but rather Google is doing the heavy lifting because it trusts the GTIN you provided.
Without a GTIN, Google has to rely on product titles and descriptions to determine relevance. That’s not always reliable. With a GTIN, your product is matched directly to Google’s internal product database. That means it can appear more accurately for relevant queries and show up in results where GTIN-matched listings get preference.
Google groups products by GTIN to show shoppers multiple sellers for the same item. If your product has a GTIN and another retailer does too, Google will place you together on a shared product card. This can drive more traffic to your listing, and lets you compete on things like shipping speed, price, and availability.
Google has publicly stated that GTINs impact ad quality and campaign performance. Listings with valid GTINs often receive:
Why? Because Google has more confidence in the listing. With better data comes better ad delivery, more accurate product targeting, and smarter bidding opportunities.
We know GTINs appear in Google Shopping ads, but did you know that the listings often show up in organic product results, google merchant center, google lens and visual search, and YouTube and Discover product placements? When you property attribute GTINs, you’re helping extend your reach beyond just paid campaigns.
When Google sees the same GTIN across multiple sellers, it builds a clearer understanding of that product category. That improves not just your campaign, but the ecosystem of Google Shopping itself. You benefit from that data integrity every time you list something new.
So if you’re wondering whether adding GTINs is worth the effort—the answer is a loud, confident yes. If you want your Shopping campaigns to run smarter, faster, and with greater ROI, GTINs are one of the lowest-lift, highest-impact data points you can get right.
A GTIN (Global Trade Item Number) is typically located in one of several places, depending on whether you’re reselling existing products or manufacturing your own:
If you’re selling a branded product you didn’t manufacture, a GTIN likely already exists. You should be able to locate it quickly through the packaging or supplier information. If you’re creating your own private-label or custom products, you’ll need to license GTINs through GS1 to remain compliant with Google Shopping, and other major marketplaces like Amazon and Walmart.
We also want to warn you that you should never guess or invent a GTIN because Google uses validation checks, and will flag or suspend listings that contain an incorrect or fabricated number. Misrepresenting product data could also lead to the disapproval or account suspension in Google Merchant Center.
If you manufacture your own products or sell private-label items, you’ll need to create valid GTINs by registering with GS1. Don’t worry, we’ll walk you through how to do it.
Start by visiting the GS1 site for your region. For the U.S., go to www.gs1us.org. If you’re based in another country, GS1 has local affiliates around the world (e.g., GS1 UK, GS1 Canada, etc.).
GS1 offers different licensing options depending on how many products you need to assign GTINs to. For most small businesses, you’ll choose one of the following:
Prices are based on the number of GTINs you need and whether you need renewal or support services. Expect a one-time setup fee and an annual renewal.
You’ll need to fill out basic information about your company, including:
This information links your GTINs to your business in GS1’s global database, which is how Google verifies authenticity.
Once approved, you’ll receive your GS1 Company Prefix or individual GTIN(s). You can now generate unique GTINs for each product variation (size, color, pack type, etc.) using the GS1-provided tools or product number generator.
Each GTIN is globally recognized and can be turned into a scannable UPC or EAN barcode for packaging and retail.
Ok, now that you’ve registered with the GS1, and received unique GTINs for each product variation, you can double check that your GTIN is valid before submitting your product feed to Google Merchant Center.
The most reliable way to check a GTIN is through GS1’s official Global Electronic Party Information Registry (GEPIR) or your country’s GS1 database.
Simply enter the 12-, 13-, or 14-digit GTIN. If the number is valid, you’ll see the registered company name and product information. If it’s not valid, the system will return an error or show no results. By the way, this is the same type of verification process that Google uses when evaluating GTINs in your product feed.
GTINs must follow strict formatting rules depending on the type:
Make sure your GTIN has the correct number of digits—no spaces, letters, or placeholder zeroes.
Each GTIN ends with a check digit, which is a number calculated using a formula based on the other digits. This helps catch typos or formatting errors. You can use a free GTIN check digit calculator online, like:
Enter the first 11, 12, or 13 digits, and it will tell you the correct check digit and whether the GTIN is structurally valid.
GTINs like 0000000000000, 1234567890123, or random number strings will fail verification. Google cross-references all GTINs with the official GS1 registry, so don’t try to fake it. If your product doesn’t have a GTIN, leave the field blank or use MPN/brand as allowed.
If you’re ever unsure, contact GS1 directly or consult your manufacturer. A valid GTIN should be traceable back to a registered company. That’s what gives your product legitimacy on Google Shopping and other retail platforms.
If you're managing an ecommerce store or submitting a product feed to Google Shopping, you’ve likely come across terms like GTIN, MPN, and SKU. They all refer to product identifiers, but they serve very different purposes.
We know now that GTIN stands for Global Trade Item Number. It’s the most standardized and globally recognized product identifier, issued by GS1, the international organization that governs barcoding standards.
If you’re selling a pair of gym shorts, your GTIN might look like this: GTIN: 00012345678905. This number would typically appear below the barcode on the packaging.
MPN stands for Manufacturer Part Number. This is a product-specific code created by the manufacturer, not GS1. It identifies a particular model, style, or configuration within a brand’s catalog. In our gym shorts example, the MPN might be:
MPN: GS-2024-BLK. This tells the manufacturer that it’s the 2024 black version of the gym shorts. MPNs are useful when a product doesn’t have a GTIN or when you’re selling highly technical or customized items. Google accepts MPNs as a fallback, but they’re not as powerful as GTINs when it comes to search visibility.
SKU stands for Stock Keeping Unit. This is an internal code you create to manage and organize your inventory. It can include product details like size, color, or season, and is specific to your business. For example, your SKU for those same gym shorts could be:
SKU: SHORT-BLK-MED-2024. SKUs are not recognized by Google and won’t affect your product feed or search results. But they’re essential for managing inventory, fulfilling orders, and running internal reports.
It’s easy to add GTINs to your Google Shopping feed, and doing so can make a big difference in how your products perform. If you’re uploading a feed manually using a spreadsheet or XML file, just include a column labeled “gtin” and enter the correct number for each product. Make sure the GTIN matches the specific product variation—like size or color—and keep any leading zeroes intact. For example, a UPC should be 12 digits, and an EAN should be 13 digits.
If you’re using an ecommerce platform like Shopify, BigCommerce, or WooCommerce, you can usually enter GTINs directly in the product settings. In Shopify, it’s under the “Barcode” field. BigCommerce has a field for UPC/EAN, and WooCommerce allows you to assign GTINs using a plugin like Google Listings & Ads. Most product feed apps and integrations also include a GTIN field during setup, so the data syncs automatically to Google Merchant Center.
No matter how you submit your product data, always make sure your GTINs are real, properly formatted, and linked to the correct items. Skipping this step can limit your visibility or cause product disapprovals in Google Shopping.
If you’re serious about selling on Google Shopping in 2025, GTINs aren’t optional, they’re foundational. They help Google understand your products, improve your ad performance, and open the door to richer listings and better visibility. Whether you’re just getting started or optimizing an existing feed, getting GTINs right is one of the smartest moves you can make.
Need help fixing GTIN errors or optimizing your product feed for Google Shopping? Start with a GTIN check, clean up your listings, and give Google everything it needs to work in your favor.
What is a GTIN in Google Shopping?
A GTIN (Global Trade Item Number) is a unique product identifier used to help Google accurately recognize and group your product with others selling the same item.
Do I need a GTIN for Google Shopping?
Yes, if the product has a manufacturer-assigned GTIN, you must include it. Google requires GTINs for most brand-name products.
Can I use a fake or placeholder GTIN?
If we haven’t made it clear, no. Please don’t. Google verifies GTINs against GS1 databases. Invalid codes may result in product disapproval or account suspension. We don’t want that for you.
What if my product doesn’t have a GTIN?
If there’s no GTIN available, you can use the Manufacturer Part Number (MPN) along with the brand name as an alternative, but only if the product truly doesn’t have a GTIN.
Where do I get a GTIN for my private label product?
Register with GS1 to receive your own valid GTINs. Never guess or reuse another brand’s GTIN.
