In this page, we answer all the concrete questions about important Google Product Identifiers, namely ID, brand, EAN, GTIN and MPN.
| Identifier | What is it. | Required? |
| ID (id) | Unique internal product ID in your feed | This field should always be filled in |
| Brand (brand) | Brand name of the product | Usually mandatory |
| GTIN (gtin) | Global unique product code | Must be completed once the product has this identifier |
| MPN (mpn) | Manufacturer Part Number | Used when the product does not have a GTIN. |
| Identifier Exists (identifier_exists) | Indicates that no UPI exists | Used only when no GTIN, MPN or brand is available. |
Google doesn't want "more data," it wants the right data.
What are Google Product Identifiers?
Google Product Identifiers are attributes in your product feed that help Google uniquely identify and compare a product to other vendors, as also explained in the documentation ofGoogle Merchant Center.
Google uses these identifiers to link your product to existing product data, compare products from different webshops and ultimately show the right ads to the right user.
The more correct these identifiers are, the more likely Google will correctly recognize and link your products, improving yourSEAresults, such as visibility inGoogle Shopping, a higher click rate because your ads are displayed more relevant, and ultimately better Shopping performance such as more conversions and higherROAS.
Why are Google Product Identifiers critical to performance?
Google Product Identifiers are critical to performance because they help Google correctly recognize, match and compare products, leading to more relevant ads, better visibility and higher conversion results.
- Better matching in Google Shopping:By allowing Google to more accurately identify and associate your products with relevant searches.
- Higher ad relevance: allowing your ads to better match user intent and get clicked more often.
- More trust from Google:Because consistent and correct product data increases the quality of your feed.
- Better performance within Performance Max:Resulting in more impressions, higher CTR and ultimately more conversions.
Google's AI-driven systems only work well if the inputs are correct, and Product Identifiers are those inputs.
What is an ID in Google Shopping?
The ID is a unique, internal product code that you define and that Google uses to recognize products within your feed.
The ID is mandatory for every product and is usually your own SKU or item number. So it doesn't have to be globally unique; as long as it designates only one product within your shop, that's enough. Google uses this ID exclusively within your Merchant Center to distinguish products in your feed.
The ID says nothing about what the product is, only which item it is in your feed. Think of the ID as the file number of a product in your records.
What does brand (brand) mean in Google Product Identifiers?
Brand is the name of the manufacturer or house brand under which the product is sold.
What does Google use a brand for?
Google uses brand to group products, enable comparisons between different sellers and further enrich product information.
The brand is mandatory in most cases, must exactly match the actual brand of the product and cannot be your shop name unless you are actually running your own brand.
What is an EAN?
An EAN (European Article Number) is a European version of a GTIN and usually consists of a 13-digit number found on product packaging. For Google, an EAN is not a separate identifier, but simply a form of a GTIN. Do you have an EAN? Then always enter it in the fieldgtinIn your product feed.
What is a GTIN and why is it so important?
A GTIN is a globally unique product number issued by the manufacturer or GS1 that Google uses to precisely identify products.
Google strongly prefers products with a GTIN because:
- Match them reliably, A GTIN is globally unique and standardized, allowing Google to know exactly what product it is. This prevents confusion between similar products and ensures that your offer is correctly linked to existing product data.
- Product information can be automatically enriched, A GTIN allows Google to add additional product data, such as specifications, images and reviews. This makes your product listing more complete and attractive without having to provide additional data yourself.
- Ads perform better, Because Google better understands the product and can show richer information, ads become more relevant to the user. This often leads to higher visibility, higher click rate and ultimately better conversion results.
Important to know about a GTIN
If a product has a GTIN you must enter it and an incorrect or made-up GTIN can lead to limited visibility and product rejection
What is an MPN in Google Shopping?
MPN stands for Manufacturer Part Number and is a product code determined by the manufacturer.
An MPN is not standardized like a GTIN, can contain both letters and numbers, and is primarily intended for products that do not have a GTIN. Because there is no central standard, an MPN is usually unique only within the brand.
When should you use an MPN?
When a product has no GTIN and always in combination with the brand. For example with parts, technical components or private label products without a barcode.
Therefore, in Google Shopping, the MPN acts as a secondary identifier and is always used in conjunction with the brand to still correctly identify the product.
When do you use "Identifier Exists"?
The attributeidentifier_existsUse to indicate that a product does not have a GTIN, MPN or brand.When do you putidentifier_existson false?
You set identifier_exists to false when a product has no official identifiers. This is the case, for example, with handmade products, custom, vintage or unique items, or when there is simply no GTIN, MPN or brand.
This prevents rejection because you explicitly explain to Google that identifiers do not exist rather than that they are missing.
Frequently asked questions about product identifiers
How do I find the product ID number?
The product ID number is an internal number you use to identify a product in your shop. In most cases, this is simply your SKU or item number. You can find this number in the management system of your shop, often in the product settings or in your stock overview. Google only uses this number to distinguish products in your feed.
Are EAN and ISBN the same thing?
EAN and ISBN are not exactly the same, but they belong to the same family. ISBN is used for books, while EAN is used for other products. For Google, this difference does not matter: both an EAN and an ISBN are seen as a GTIN and entered in the GTIN field.
How do you link an EAN code to a product?
You associate an EAN code by entering the number with the correct product in your shop, in the field where EAN or GTIN appears. You usually do this once. Next, your web shop automatically sends this information toGoogle Merchant Centerthrough your product feed. Once this is done, Google can recognize the product and compare it to the same product at other online stores.
