GTIN, MPN and brand: product identifiers for Google Shopping explained
6 min read
Product identifiers are how Google matches your listing to the real-world product it represents. Getting them right means better matching, more reach, and fewer disapprovals. The three that matter most are GTIN, MPN, and brand.
Here's what each one is and when you need it.
GTIN — the barcode
GTIN (Global Trade Item Number) is the barcode number on retail packaging — UPC, EAN, and ISBN are all GTINs. It's the strongest identifier because it's globally unique and tied to a specific product.
If your product has one, send it. It's the single best thing you can do for matching.
MPN — the manufacturer's part number
MPN (Manufacturer Part Number) is the code the maker uses to identify the product. It matters most when a product has no GTIN — paired with brand, it gives Google a way to identify the item.
Brand — who makes it
Brand is required for almost everything except products that genuinely have no brand (like generic commodities). It's used alongside GTIN or MPN for matching, and shoppers filter by it directly.
What to do when there's no GTIN
For custom, handmade, or own-brand products with no barcode, don't leave the identifier fields blank. Set identifier_exists to false, and lean on brand, MPN, and a strong, descriptive title instead.
This is covered in depth in the missing-GTIN guide if that's the error you're seeing.
Common questions
Do I need both GTIN and MPN?
If your product has a GTIN, that's the priority — send it (plus brand). MPN matters most for products without a GTIN, where brand + MPN becomes the identifier. Sending all you have doesn't hurt.
What is identifier_exists?
It's an attribute that tells Google whether a product is expected to have standard identifiers. Set it to false for products that genuinely have no GTIN or MPN, so Google doesn't flag them as missing.
Does brand have to match anything specific?
It should be the real, recognizable brand name — not your store name (unless you make the product). Generic or store-name brands on resold products can cause matching and policy issues.
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