gtin: Definition

 
Use the gtin attribute to submit Global Trade Item Numbers (GTINs). A GTIN uniquely identifies your product. This specific number helps us to make your ad richer and easier for users to find. Products submitted without any unique product identifiers are difficult to classify and may not be eligible for all Shopping programs or features.

An illustration of product packaging that shows the product

When to use

Required for all products with a GTIN assigned by the manufacturer

Several different types of ID numbers are considered a GTIN. Use the gtin 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 we understand the data you're submitting. 

Type Number (spaces and dashes are accepted, but ignored)
Limits 0, 8, 12, 13, or 14 digits (UPC, EAN, JAN, or ISBN)
Repeated field Up to 10
Schema.org property (What’s this?) Product.isbn, Product.gtin8, Product.gtin12, Product.gtin13, Product.gtin14, Type: Text
 
File format Example entry
Text

3234567890126
XML feeds <g:gtin>3234567890126</g:gtin>

For format API information, see the Content API for Shopping.

Guidelines

Follow these guidelines to make sure you submit high-quality data for your products and get the best performance from your ads.

Minimum requirements

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

  • Submit any other relevant unique product identifiers. You might be required to submit the brand and mpn attribute. When you submit these product identifiers, we can better understand what you're selling. When we understand what you're selling, we can help connect users to your ads and make those ads richer. Learn more about product identifier attributes.
  • Submit a 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: 98–99. 
    • Don’t submit a GTIN for a generic product.
    • Don’t submit a GTIN for a product that doesn’t have a GTIN. 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. 

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 the Diagnostics page of your Merchant Center account.

Books and media 

  • Use the ISBN-13 of a book as the value for the gtin attribute.
  • For a product that has a UPC and an ISBN-13, submit the gtin attribute twice, once for each value.
  • For a product with only an SBN (9 digits, used in Great Britain until 1974), convert it to an ISBN-10 by adding a 0 in front. For example, to convert 123456789, submit 0123456789.

Bundles

A bundle is a main product that you’ve grouped with other accessory products, sold together as one package for a single price.

  • If the manufacturer created the bundle: use the GTIN, MPN, and brand of the bundle, not the individual products.
  • If you created the bundle: use the GTIN, MPN, and brand of the main product. For example, if you bundle a camera with a lens and carrying bag, submit the brand of the camera, which is the main product. Learn more about submitting bundles

Compatible third party products

Customized products

If you offer customization, engraving, or other personalization of a product, explain that the product is customized in the title and description attributes.

  • Submit the gtin attribute with the value assigned by the manufacturer if you offer customization, engraving, or other personalization of a product.
  • Use the is_bundle attribute to let us know that the product includes customization.

Magazine subscriptions

An International Standard Serial Number (ISSN) can be converted into a GTIN. Learn more about converting values from the ISSN Center's website

Medication 

Multipacks

A multipack is a group several identical products for sale as one product. This group can be created by you or by the manufacturer, and you’ll need to submit the brand differently depending on who created the group.

  • If the manufacturer created the multipack: use the gtin, mpn, and brand of the multipack, not the individual products.
  • If you created the multipack: use the gtin, mpn, and brand of the individual products. Learn more about the multipack attribute

Printed music

An International Standard Music Number (ISMN) can be converted into a GTIN. Learn more about ISMN

Printer cartridges

Submit the correct GTIN value for your printer cartridge. Learn more about requirements for printer cartridges

Products available in variant colors or sizes

If your product comes in multiple colors or sizes, you have different unique product identifiers for each of these variants. For example, if you sell a shirt that comes in blue, red, and green, you’ll need to submit the color attribute and a unique gtin for each variant. Learn more about the size and color attributes.

Products with several GTINs

Make sure to the submit the correct GTIN for each product:

  • For variants (comes in multiple colors, sizes, etc.), submit 1 GTIN for each product.
  • For products with more than 1 valid UPI (for example, products with a global GTIN and a GTIN specific to the distributor), submit additional UPI attributes with each value.

Store brand and white-label products

Don’t submit a GTIN for products without a GTIN. If you’re the only seller of a product or if your product is a store brand, it may not have a GTIN, and if so you don’t need to submit one. Instead, submit the brand and mpn attributes for these products.

White-label products are products that are produced by one company, but relabeled by the company selling it to make it look like they produced it. For example, Company A makes a connected-TV device. Company B buys it to resell and rebrands it with their logo and name.

Used and vintage products

Used or vintage products may have a gtin, and you should provide it if possible.

  • Submit the gtin attribute with the value assigned by the manufacturer.
  • Submit the “used” value for the condition attribute.  

Examples

Apparel

An illustration of a dress with the GTIN visible and highlighted

Product Black Dress, size L
title Sleeveless A-line Dress - black - size L
brand Little Black Dress
gtin 3234567890126
condition new
Food and beverages

An illustration of a jug of milk with GTIN visible and highlighted

Product Bio Goat Milk
title 1l Bio Goat Milk
brand Tanja’s Goat Farm
gtin 3234567890126
condition new
Media and books

For media and books, use the ISBN-13 as the value for the gtin attribute.

An illustration of a book with the GTIN visible and highlighted

Product New copy of “How Google Works”
title How Google Works
gtin 9781455582341
condition new
 
Product Previously owned copy of “How Google Works”
title How Google Works
gtin 9781455582341
condition used
Electronics

An illustration of product packaging that shows the product

Product Google Chromecast
title Google Chromecast 2 - 1080p - Wi-Fi - Black
brand Google
gtin 7894892017139
mpn H2G2-42
condition new
 
Product Repaired and cleaned up Chromecast (comes with a warranty)
title Google Chromecast 2 - 1080p - Wi-Fi - Black
brand Google
gtin 3234567890126
mpn H2G2-42
condition refurbished
Merchant-defined multipacks and bundles

An illustration of a bundle that includes a camera body, lens, and bag

Product Google 25.3 MP Digital SLR Camera and accessories
title Google 25.3 MP Digital SLR Camera Body + 35mm Lense + blue camera bag
price 435 USD
google_product_category 152
brand Google
gtin 0614141123452
is_bundle yes
condition new
Variants

If your product comes in multiple colors or sizes, you have different unique product identifiers for each of these variants. For example:

An example of ads without placeholder images

Product Google T-shirt
title Google T-shirt - Green - Small
price 11 USD
color green
size s
id 9876-S-GRN
item_group_id 9876
brand Google
gtin 9504000059437
condition new
mpn 00638HAY
 
Product Google T-shirt
title Google T-shirt - Blue - Small
price 11 USD
color blue
size s
id 9876-S-BLU
item_group_id 9876
brand Google
gtin 9504000059422
condition new
mpn 00638NIC
 
Product Google T-shirt
title Google T-shirt - Yellow - Small
price 11 USD
color yellow
size s
id 9876-S-YELLOW
item_group_id 9876
brand Google
gtin 9504000059446
condition new
mpn 00638ANG
Phone or tablet

An illustration with 3 different colors of one mobile phone

Product Google Nexus 6
title Google Nexus 6 - 32 GB - Midnight Blue - unlocked
price 199 USD
google_product_category Electronics > Communications > Telephony > Mobile Phones
brand Google
gtin 0614141123452
mpn 00638NAGPE
condition new
Store brand and white-label products

An illustration of a couch with product staging

Product white label couch
title 3 seater couch - brown / green
price 799 USD
brand MyStore
gtin 0614141123452
mpn ANG
condition new
Products without a GTIN

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, then the product could be disapproved. Learn more about what to do if your product doesn't have a GTIN

An illustration of a woman wearing a black dress

Product Customized Black Dress
title Black Dress Customized with Your Design - Size M
price 32 USD
color black
size M
gtin (Leave blank, since the dress is custom made and doesn't have a GTIN)
condition new
is_bundle yes
identifier_exists no
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