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.
In this article
When to use
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). Products with missing or incorrect GTIN [gtin] attributes may have limited visibility.
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.
| 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?) |
|
| File format | Example entry |
|---|---|
| Text |
|
| XML feeds |
|
Minimum requirements
These are the requirements you need to meet to show your product. If you don't follow these requirements, it might impact your product performance and we'll 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 or 99.
- 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, your product may have limited visibility.
Books and media
- Use the ISBN-13 of a book as the value for the GTIN
[gtin]attribute. - For a product that has a UPC and an ISBN-13, submit the GTIN
[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.
- You must provide a GTIN for non-physical items, such as digital downloads. If the digital product is the same as the physical product, you can use the same GTIN value.
Bundles
A bundle is a main product that you group with other accessory products and sell together as one package for a single price.
- If the manufacturer created the bundle: submit the GTIN
[gtin], MPN[mpn], and brand[brand]of the bundle, and not the individual products, as the values for the corresponding attributes. - If you created the bundle: submit the GTIN
[gtin], MPN[mpn], and brand[brand]of the main product as the values for the corresponding attributes. 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
Submit the correct GTIN [gtin] value for your product. Learn more about requirements for compatible or refurbished 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 [title] and description [description] attributes.
- Submit the GTIN
[gtin]attribute with the value assigned by the manufacturer if you offer customization, engraving, or other personalization of a product. - Use the bundle
[is_bundle]attribute to let us know that the product includes customization.
Magazine subscriptions
Medication
- For the United States, a National Drug Code (NDC) can be converted into a GTIN. Learn more from the GS1 GTIN Validation Guide Appendix C.
- For European countries, similar conversion rules exist. Learn more from the Guideline on the packaging information of medicinal products for human use authorized by the Union.
Multipacks
A multipack is a group of 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: submit the GTIN
[gtin], MPN[mpn], and brand[brand]of the multipack, and not the individual products, as the values for the corresponding attributes. - If you created the multipack: submit the GTIN
[gtin], MPN[mpn], and brand[brand]of the individual products as the values for the corresponding attributes. Learn more about the multipack attribute.
Printed music
[gtin]. Learn more about ISMN.Printer cartridges
Submit the correct GTIN [gtin] value for your printer cartridge. Learn more about requirements for printer cartridges.
Products available in variant colors or sizes
[color] attribute and a unique GTIN [gtin] for each variant.- Learn more about the Size
[size]attribute. - Learn more about the Color
[color]attribute.
Products with several GTINs
Make sure to the submit the correct GTIN [gtin] value for each product:
- For variants (products that come in multiple colors, sizes, or the like), submit one (1) GTIN
[gtin]attribute for each product. - For products with more than one (1) valid UPI (for example, products with a global GTIN and a GTIN specific to the distributor), submit additional unique product identifier (UPI) attributes with each value.
Store brand and private-label products
Don’t submit a value for the GTIN [gtin] attribute 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 [brand] and MPN [mpn] attributes for these products.
Private-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
[gtin]attribute with the value assigned by the manufacturer. - Set the value to "
used" for the condition[condition]attribute.
Examples
Apparel
| Product data for a dress, yellow, sleeveless, A-line, size L | |
| Attribute | Value |
Title [title] |
Sleeveless A-line Dress - yellow - size L |
Brand [brand] |
Little Yellow Dress |
GTIN [gtin] |
3234567890126 |
Condition [condition] |
new |
| Product data for goat milk, bio, 1 liter | |
| Attribute | Value |
Title [title] |
1l Bio Goat Milk |
Brand [brand] |
Tanja’s Goat Farm |
GTIN [gtin] |
3234567890126 |
Condition [condition] |
new |
For media and books, use the ISBN-13 as the value for the GTIN [gtin] attribute.
| Product data for the book, “How Google Works”, new | |
| Attribute | Value |
Title [title] |
How Google Works |
GTIN [gtin] |
9781455582341 |
Condition [condition] |
new |
| Product data for the book, “How Google Works”, used | |
| Attribute | Value |
Title [title] |
How Google Works |
GTIN [gtin] |
9781455582341 |
Condition [condition] |
used |
| Product data for Chromecast 2, 1080p, Wi-Fi, black, new | |
| Attribute | Value |
Title [title] |
Google Chromecast 2 - 1080p - Wi-Fi - Black |
Brand [brand] |
|
GTIN [gtin] |
7894892017139 |
MPN [mpn] |
H2G2-42 |
Condition [condition] |
new |
| Product data for a Chromecast 2, 1080p, Wi-Fi, black, refurbished, warranty | |
| Attribute | Value |
Title [title] |
Google Chromecast 2 - 1080p - Wi-Fi - Black |
Brand [brand] |
|
GTIN [gtin] |
3234567890126 |
MPN [mpn] |
H2G2-42 |
Condition [condition] |
refurbished |
| Product data for a digital camera, SLR, 25.3 MP, with lens and camera bag | |
| Attribute | Value |
Title [title] |
Google 25.3 MP Digital SLR Camera Body + 35mm Lens + blue camera bag |
Price [price] |
435 USD |
Google product category [google_product_category] |
152 |
Brand [brand] |
|
GTIN [gtin] |
0614141123452 |
Bundle [is_bundle] |
yes |
Condition [condition] |
new |
If your product comes in multiple colors or sizes, you have different unique product identifiers for each of these variants. For example:
| Product data for a Google t-shirt, green, small, new | |
| Attribute | Value |
Title [title] |
Google T-shirt - Green - Small |
Price [price] |
11 USD |
Color [color] |
Green |
Size [size] |
S |
ID [id] |
9876-S-GRN |
Item group ID [item_group_id] |
9876 |
Brand [brand] |
|
GTIN [gtin] |
9504000059437 |
Condition [condition] |
new |
MPN [mpn] |
00638HAY |
| Product data for a Google t-shirt, blue, small, new | |
| Attribute | Value |
Title [title] |
Google T-shirt - Blue - Small |
Price [price] |
11 USD |
Color [color] |
Blue |
Size [size] |
S |
ID [id] |
9876-S-BLU |
Item group ID [item_group_id] |
9876 |
Brand [brand] |
|
GTIN [gtin] |
9504000059422 |
Condition [condition] |
new |
MPN [mpn] |
00638NIC |
| Product data for a Google t-shirt, yellow, small, new | |
| Attribute | Value |
Title [title] |
Google T-shirt - Yellow - Small |
Price [price] |
11 USD |
Color [color] |
Yellow |
Size [size] |
S |
ID [id] |
9876-S-YELLOW |
Item group ID [item_group_id] |
9876 |
Brand [brand] |
|
GTIN [gtin] |
9504000059446 |
Condition [condition] |
new |
MPN [mpn] |
00638ANG |
| Product data for a Google Nexus 6, 32 GB, midnight blue, unlocked | |
| Attribute | Value |
Title [title] |
Google Nexus 6 - 32 GB - Midnight Blue - unlocked |
Price [price] |
199 USD |
Google product category [google_product_category] |
Electronics > Communications > Telephony > Mobile Phones |
Brand [brand] |
|
GTIN [gtin] |
0614141123452 |
MPN [mpn] |
00638NAGPE |
Condition [condition] |
new |
| Product data for a couch, 3 seat, brown and green, new, private-label | |
| Attribute | Value |
Title [title] |
3 seater couch - brown / green |
Price [price] |
799 USD |
Brand [brand] |
MyStore |
GTIN [gtin] |
0614141123452 |
MPN [mpn] |
ANG |
Condition [condition] |
new |
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.
| Product data for a dress, black, customized, M, new | |
| Attribute | Value |
Title [title] |
Black Dress Customized with Your Design - Size M |
Price [price] |
32 USD |
Color [color] |
Black |
Size [size] |
M |
GTIN [gtin] |
(Leave blank, because a custom-made garment doesn't have a GTIN) |
Condition [condition] |
new |
Bundle [is_bundle] |
yes |