This article tackles the topic of Global Trade Item Numbers, unique and internationally recognized product identifiers which, when properly applied in your shopping feed, will significantly increase your visibility, searchability and number of impressions.
What is a Global Trade Item Number (GTIN)?
A GTIN is a trade items identifier developed by GS1, used to look up information on specific products in various databases. Its uniqueness and universality is useful in establishing which product corresponds to another product between or within one database.
The GTIN is assigned to a product by the brand owner.
The family of data structures comprising GTIN include:
- GTIN-12 (UPC-A): this is a 12-digit number used primarily in North America
- GTIN-8 (EAN/UCC-8): this is an 8-digit number used predominately outside of North America
- GTIN-13 (EAN/UCC-13): this is a 13-digit number used predominately outside of North America
- GTIN-14 (EAN/UCC-14 or ITF-14): this is a 14-digit number used to identify trade items at various packaging levels
GTIN is the identifier preferred by Google for use in shopping data feeds and providing it will help ensure you are making the most of this tool on its own, as well as in combination with Glopal Marketing Solutions.
Why should you utilize Global Trade Item Numbers (GTIN) in your Google shopping data feeds?
There are several types of product identification methods you can attach to your inventory in order to make shoppers be able to find the items you offer.
As it was already mentioned though, GTINs is the system Google works best with and promotes to use in Google shopping data feeds.
That on its own means that providing this identifier to your products will increase the probability of a shopper finding your offer and being able to compare it to other sellers who carry it.
If your prices are competitive/you are local to the shopper/you ship internationally and your shipping is reasonably priced, the chance you will make a sale significantly increases.
- A shopper is browsing Google for an iPhone 11 with an intent to purchase.
- To see more offers they proceed to the Shopping section of the search engine to see more offers cataloged by Google as related to their initial search.
- If your product feed contains a GTIN, which is universal for a specific product across all platforms (unlike some other product identifiers, as shown below in the Parts Numbers section), your offer will be included in the comparison.
By neglecting this step you will be missing out on potential impressions.
How to find a product's GTIN?
Finding a products GTIN is as simple as looking at the barcode on the product's packaging.
These codes will vary depending on the region and type of product:
- UPS (12 digits) - GTIN used in the United States
- EAN/JAN/ISBN (13 digits) - GTINs used in Europe or Japan as well as worldwide for books
- ITF-14 (14 digits) - GTINs used on products sold in multipacks
If you are not able to find the GTIN of a specific item you can also reach out directly to the manufacturer of the product.
For more details feel free to refer to these Google resources.
We hope you will find this information useful and helpful in the process of adding GTINs to your product feed.
If you have additional questions or require assistance, feel free to reach out to your dedicated Account Manager.
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