GTIN, MPN, and Brand: Product Identifier Requirements Explained
When GTINs are required, what to do if you don't have one, and how to correctly submit MPN and brand.
Feed errors are costing you impressions right now.
FeedShield catches issues like this automatically. Run a free audit before it costs you.
Why Product Identifiers Matter
Google uses GTINs, MPNs, and brand names to match your products to its own product catalog. Matched products get better placement, more relevant queries, and sometimes automatic attributes like reviews and comparative pricing.
Products without identifiers are harder for Google to classify and often get less reach.
When GTINs Are Required
GTINs are required for all products manufactured by a third party that have been assigned one:
- •Branded products sold by retailers (Nike shoes, Apple accessories, etc.)
- •Products with barcodes on the physical item
GTINs are NOT required for:
- •Custom or handmade products
- •Products you manufacture yourself under your own brand
- •Vintage or one-of-a-kind items
GTIN Formats
- •UPC (12 digits) — North American products
- •EAN (13 digits) — European products
- •ISBN (10 or 13 digits) — Books
- •JAN (8 or 13 digits) — Japanese products
Submit the GTIN exactly as it appears on packaging — no spaces, no dashes.
When You Don't Have a GTIN
Set identifier_exists to false. This tells Google the product genuinely doesn't have one — not that you're withholding it. Do NOT set identifier_exists to false for branded products that do have GTINs.
MPN vs GTIN
If no GTIN exists, use MPN (Manufacturer Part Number). When you have a GTIN, MPN is optional.
Brand Best Practices
Use the brand name exactly as the manufacturer spells it. Don't add descriptors — "Nike" not "Nike Shoes." For own-brand products, use your own brand name consistently.