Today we’ll look into Identifier-related errors in Merchant Center. We’ll talk about why these errors happen and how to fix them.
What is GTIN?
GTIN is a unique product identifier which have to be inserted into the product data feed file in the Google Merchant Center. The abbreviation stands for Global Trade Item Number.
Such Product identifiers are a series of numerical or alphanumerical digits – a barcode assigned to a product. They help to identify and recognize a specific product. UPIs are assigned by manufacturers or a designated organization (such as GS1), unlike ASIN or eBay item number – which are identifiers assigned by the selling platform itself.
As the name suggests, it is a unique number assigned to each product which helps Google in its identification. Thanks to GTIN, Google can correctly classify the product and in consequence, match the ad with more relevant customer’s queries.
Identifier-related issues are among the most common Merchant Center issues, and by fixing them you will significantly improve health of your account.
The items that have GTINs will be prioritized and you can gain leverage over your competitors in the market. UPI’s are the kind of attributes that definitely increase your visibility and give your Google Shopping ads a boost.
There are various types of ID numbers that fall under GTIN. These include:
UPC (Universal Product Code)
- Used primarily in North America
- 12 digits
EAN (European Article Number)
- Used primarily outside North America
- 13 digits
JAN (Japanese Article Number)
- Used only in Japan
- 8 or 13 digits
ISBN (International Standard Book Number)
- Used for Books
- Used Globally
- ISBN-10: 10 digits. This was depreciated in 2007 and not all books can be represented by this.
- ISBN-13: 13 digits
ITF-14
- Used for Multipacks
- 14 digits
MPN is a manufacturer-assigned, alphanumeric value. It is used to identify a product among other products from the same manufacturer. An MPN is required for all products that do not have a manufacturer-assigned GTIN.
BRAND is simply product’s brand name. This globally referenced UPI is mandatory for all products that have a clear brand name. Brand is the manufacturer’s brand name, not the reseller’s, but the actual manufacturer’s brand name.
GTIN or Product unique identifiers vary based on product type and place/country the products will be sold
Why is GTIN so important?
Why is GTIN so important in Google Shopping?
If a merchant doesn’t meet this requirement, Google does not activate their listing ads. Missing or incorrect GTIN appears as one of the reasons for product’s disapproval in the diagnostics tab. Google justifies the requirement of adding GTIN to every product with the fact, that it really serves the seller. Products with GTIN are most likely matched with accurate search results because Google knows more about them.
So if your product does have one, providing it can help make your ads richer and easier for users to find.
The unique product identifier can be easily found on any individual product. Commonly they can be found below the barcode on retail merchandise.
Why does Google need Product Identifiers?
Such items can also be advertised beyond Google, for example on Youtube or Google’s partners’ sites. GTIN indirectly increases the quality of an ad and positively affects the conversion rate.
The GTIN attribute is connected with two other attributes – brand of the product and MPN (Manufacturer Part Number). Those are also required by Google if available for a product.
Not all the products have GTIN, brand and MPN. If the product is unique, vintage, handcrafted, antique, second hand, etc. it doesn’t have an identifier. But there’s no need to worry, it doesn’t mean it’s not possible to advertise it via Google Shopping.
To maximize your chances of success in Google Shopping and avoid some of your products not being approved by Google, you should include all unique product identifiers in your data feed: GTIN, MPN and Brand.
Note that Google only accepts the following types of GTINs: UPC: (12 digits) used in North America, EAN: (13 digits) used in Europe, JAN: (8 or 13 digits) used in Japan, ISBN: (13 digits) used for books, ITF-14: (14 digits) used for multipacks.
Identifier exists or not?
Identifier_exists’ attribute tells Google whether universal identifiers (brand, GTIN& mpn) are available for your products. Accepted predefined values are: ‘false’ / ‘no’ and ‘true’ / ‘yes’.
“Identifier exists” is an optional field but it is set as default ‘true’ in the feed. So if you don’t add this field, it will send to GMC as true.
If you don’t have identifiers in the store but they exist in general, then remember not setting field to ‘false’. In case you set ‘false’ but in the same time you provide a brand, you’ll get a notification from Google Merchant Center about the error.
So first, Google wants to know if unique identifiers, like GTIN and MPN actually exist for your products. For most products that are manufactured, they do exist indeed. So you set the ‘identifier exist’ to True.
Only for Custom goods you can set it to false. Custom goods are unique products that are handcrafted or no longer manufactured. For example hand-knitted sweaters or antique furniture or vintage items.
When it comes to assigning value to the identifier_exist, follow these three rules.
1. If you resell old or custom items without GTIN, or MPN, set “Identifier exists” to NO (or FALSE).
2. If you resell items that have GTIN or MPN and Brand, add them to the feed and set “Identifier exists” to YES (or TRUE), or leave this field empty. In the latter case, Google will assume that the “Identifier exists” is YES.
3. And the most common and the most difficult situation is a product has GTIN, but you don’t know it. In this case, you should set “Identifier exists” to YES. If the items are not being used in the campaigns, the better solution would be removing them from the feed.