GTIN [gtin]

Use the GTIN [gtin] attribute to submit Global Trade Item Numbers (GTINs). A GTIN helps us make your ad or unpaid listing easier for your customers to find. Products submitted without any unique product identifiers are difficult to classify and may not be eligible for all Shopping programs or features.

Some products don't have a GTIN assigned, and so you don't need to submit one. However, if the product does have a GTIN assigned and you don't submit it, the performance of the product could be significantly limited. Learn more about how to Fix issues with a GTIN or Unique Product Identifier.

In this article

• When to use
• Format
• Minimum requirements
• Examples

When to use

It Depends

Strongly recommended for all products with a GTIN assigned by the manufacturer. GTIN is ideally provided in combination with MPN. Only provide a GTIN if you are sure it is correct. When in doubt do not provide a GTIN (for example, do not guess or make up a value).

Required if no MPN is provided.

Accurate matching to products can’t be assured when GTIN is missing.

Several different types of ID numbers are considered a GTIN [gtin]. Use this attribute to submit any of the following types of numbers:

• UPC (in North America / GTIN-12): 12-digit number (convert 8-digit UPC-E codes to 12-digit codes)
• EAN (in Europe / GTIN-13): 13-digit number
• JAN (in Japan / GTIN-13): 8 or 13-digit number
• ISBN (for books): 13-digit number (convert ISBN-10 to ISBN-13). If you have both, include only the 13-digit number.
• ITF-14 (for multipacks / GTIN-14): 14-digit number

Learn where to Find a GTIN.

Format

Follow these formatting guidelines to make sure Google understands the data you're submitting.

Learn when and how to submit your product data in English.

Minimum requirements

These are the requirements you need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in your Merchant Center account.

• Submit any other relevant unique product identifiers. You might be required to submit the brand [brand] and MPN [mpn] attributes. When you submit these product identifiers, we can better understand what you're selling. When we understand what you're selling, we can make your ads and unpaid listings richer and help connect customers to your products. Learn more about Product identifier attributes.
• Submit a value for the GTIN [gtin] as defined in the official GS1 validation guide. Specifically, to meet the following requirements:
  • Make sure that the check digit is present and correct using the GS1 Check digit calculator.
  • Don’t submit a GTIN in the restricted ranges. Restricted ranges have the following prefixes: 02, 04, or 2.
  • Don’t submit a GTIN in the coupon ranges. Coupons have the following GS1 prefixes ranges: 05, 98–99.
  • Don’t submit a GTIN for a generic product.
  • Don’t submit a GTIN for a product that doesn’t have one. If you’re the only seller of a product or if your product is a store brand, it generally won’t have a GTIN, so you don’t need to submit one.
• Use the correct GTIN for each product, including variants. Each product and variant of a product (different colors or sizes) has its own GTIN, so make sure to submit the correct value. Don't guess or make up a value. If you're unsure of a GTIN, do not submit one.
• Don’t submit multiple products for the same country and language that use the same GTIN [gtin] and have the same values for variant attributes. Variant attributes include condition [condition] and multipack [multipack] for all products, and color [color] and size [size] for apparel products.

Additional guidelines

Review each section closely to determine if the requirements apply to your country or product. If you don't follow requirements that apply to you, we'll disapprove your product and let you know in your Merchant Center account.

Examples

Related links

• How to fix: Incorrect GTIN
• How to fix: Invalid value GTIN
• How to fix: Invalid GTIN
• How to fix: Unsupported GTIN