Google Merchant Center GTIN Requirements: What You Need to Know

Q: What is a GTIN in Google Merchant Center?

A GTIN (Global Trade Item Number) is a unique product identifier used by manufacturers. Google uses GTINs to match your product to its catalog and check data quality. Most branded products require a GTIN in your feed.

Q: When can I omit the GTIN in Merchant Center?

You can omit the GTIN and set identifier_exists to FALSE for custom-made, vintage, or handmade products. You cannot omit GTINs for branded products that have manufacturer-assigned barcodes.

Q: What happens if my GTIN is wrong in Merchant Center?

A wrong GTIN can cause disapproval for invalid GTIN, or cause a catalog mismatch where incorrect product data is shown in your ad. Always verify GTINs against the GS1 database before submitting.

GTINs (Global Trade Item Numbers) are the primary way Google identifies and catalogs products in Merchant Center. Getting them right affects whether your products appear in Shopping ads, how they are priced, and whether they get disapproved entirely.

What Is a GTIN?

A GTIN is a globally unique number assigned by manufacturers to identify specific products. The most common formats are:

When GTINs Are Required

If the product has a manufacturer-assigned GTIN on the packaging or in the GS1 database, you must include it. Google uses GTINs to match your listing to its product catalog, which determines the correct title, image, and price range for the Shopping ad. A missing or wrong GTIN breaks this match.

Format	Digits	Common use
EAN-13	13	Products sold in Europe, Asia, and most of the world
UPC-A	12	Products sold primarily in North America
ISBN-13	13	Books
ITF-14	14	Shipping cartons and multi-packs

Common mistake: Submitting your own internal SKU or supplier code in the GTIN field. Google validates GTINs against the GS1 database. An invalid GTIN format causes a disapproval, and a valid GTIN that belongs to a different product causes a catalog mismatch.

When You Can Omit the GTIN

Google allows omitting the GTIN for products that genuinely do not have one: custom-made or one-of-a-kind products, vintage products, handmade items, bundled products you assembled without a GTIN, and replacement parts without a GTIN. Set identifier_exists to FALSE in your feed for these cases.

How to Find the Correct GTIN

Common GTIN Error Messages and Fixes

Invalid GTIN

Google failed the checksum validation. GTINs use a check digit formula. Re-enter the number carefully, making sure no digits were dropped or transposed.

GTIN does not match any known product

The format is valid but Google cannot find it in its catalog. The product may be new, not widely sold, or a bundle not registered in GS1. Use identifier_exists: FALSE if the product genuinely has no GTIN.

Incorrect GTIN for brand

The GTIN is registered to a different manufacturer than the brand you submitted. Use the original manufacturer GTIN, not a supplier repackaging code.

Tip: Run a feed audit for GTIN issues before a major campaign launch. GTIN errors are one of the top causes of product disapprovals and reduced Shopping ad coverage.

Frequently Asked Questions

What is a GTIN in Google Merchant Center?

A GTIN is a globally unique product identifier assigned by manufacturers. It includes EAN, UPC, ISBN, and ITF-14 barcodes. Google uses it to match your feed to its catalog. Most branded products require a GTIN.

When can I omit the GTIN in Merchant Center?

For custom, vintage, handmade, or one-of-a-kind products with no manufacturer-assigned identifier. Set identifier_exists: FALSE in your feed.

What happens if my GTIN is wrong in Merchant Center?

An invalid GTIN causes a disapproval. A wrong but valid GTIN causes a catalog mismatch with incorrect product info shown in your ad. Verify GTINs against the GS1 database.