What is a GTIN and why does Google require it?

A GTIN (Global Trade Item Number) is a standardized product identifier that includes barcodes like UPC, EAN, ISBN, and JAN. Google uses GTINs to match your product with the correct product data in its catalog, which improves Shopping ad accuracy and enables richer product information.

What if my product does not have a GTIN?

If your product genuinely has no GTIN (handmade items, custom products, vintage goods, certain private label products), you can apply for a GTIN exemption in Merchant Center. Set identifier_exists to FALSE in your feed for these products.

Can I use a made-up GTIN?

No. Submitting an invalid or made-up GTIN will cause product disapprovals. Google validates GTINs against its product database. If a GTIN cannot be verified, the product is either disapproved or shown with reduced coverage.

Google Merchant Center GTIN Requirements Guide 2026

GTINs (Global Trade Item Numbers) are product identifiers like UPCs, EANs, ISBNs, and JAN codes. Google requires them for many products in Shopping campaigns. Understanding when and how to submit them correctly prevents a significant category of product disapprovals.

When GTINs Are Required

GTINs are required for all products manufactured by a brand and sold in multiple stores (branded products). This includes most consumer products: electronics, apparel, food, toys, books, health and beauty products. If the product has a barcode printed on its packaging, that barcode's number should be submitted as the GTIN.

GTINs are not required for: custom or handmade products, vintage items without original packaging, private label products that never received a GTIN, and bundles of multiple products combined into one listing.

GTIN Formats

Google accepts the following formats: UPC (12 digits, North American standard), EAN (13 digits, European standard), ISBN (books, 10 or 13 digits), JAN (8 or 13 digits, Japanese standard), ITF-14 (14 digits, for trade items). Submit the number without spaces or dashes. Google will validate the check digit.

How to Get a GTIN Exemption

If your product genuinely has no GTIN, set the identifier_exists attribute to FALSE in your feed. This tells Google you are aware of the GTIN requirement but the product does not have one. Products with identifier_exists set to FALSE may have reduced eligibility for some ad formats but will not be disapproved for missing GTIN.

Submit identifier_exists: FALSE only for products that genuinely lack GTINs. Misusing this field to avoid submitting valid GTINs is a policy violation and can result in account-level action.

Common GTIN Errors and Fixes

Invalid GTIN: The number you submitted fails the check-digit validation or is not in Google's product database. Verify the GTIN directly on the product packaging. Avoid GTINs from third-party databases that may contain errors.

Wrong GTIN for variant: If you sell a product in multiple sizes or colors, each variant typically has its own GTIN. Submitting the parent product's GTIN for all variants is a common error. Check the packaging of each variant for its specific barcode.

Duplicate GTINs: Two products in your feed with the same GTIN will cause one or both to be flagged. Each GTIN should appear on exactly one product in your feed.