Unique product identifiers are the product codes or other values associated with an individual product.
The most commonly used Unique Product Identifiers are:
- Global Trade Item Number (GTIN). This category includes:
- UPC (in the US)
- EAN (in Europe)
- JAN (in Japan)
- ISBN (for books)
GTIN numbers are assigned by the Uniform Code Council (GS1).
Here, you can check Google's requirements for GTIN.
2. The alternative identifier is the Manufacturer Part Number (MPN).
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The MPN is also a product number that helps identify individual products in the database. Unlike GTIN, however, MPN is assigned by manufacturers.
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The brand is an auxiliary product identifier, often used with MPN.
If you do not have a brand field in your system, you can easily map it from other fields containing Brand.
Or, if you have just one Brand, add it using the Add static value.
Why does Google need unique product identifiers?
Google utilizes unique product identifiers to ensure accurate and efficient product identification and classification across its platforms like Google Shopping, Google Ads, and search results.
What unique product identifiers do I need to use?
The most common requirement regarding product identifiers is to provide correct identifiers (GTIN, MPN, and brand) whenever possible. Don't guess or make up. Providing incorrect values may cause disapprovals.
If your products don't have GTIN assigned, you don't need to provide one. You should submit Brand and MPN instead.
For the requirements of Google, check their Product Data Specification
and article about Unique product identifiers
What if I don't have a unique product identifier for my product?
1. Set Identifier Exists Field to False
This case is possible if you sell custom goods and send them to Google. You don't have an identifier since there's no manufacturer. In such a case, you must add a field called identifier_exists to the feed. Then, when you set up your mapping:
1. Find the field identifier_exists.
2. Select the mapping type: Add static value.
3. Then, set its value as FALSE.
2. Look the Products Up or Ask Your Supplier
In the other case, ask your suppliers when identifiers are required and you do not have them.
In most cases, manufacturers know MPNs and GTINs for their products.
If more products are missing identifiers, you can try to look them up in the online databases: