GTIN

A GTIN gives a product a shared identity across businesses. Retailers selling the same trade item can submit its assigned GTIN even when their internal catalog codes differ.

The number is commonly printed beneath a product’s barcode. The barcode represents the identifier in a scannable form. Keep the assigned number together with the product information supplied by its manufacturer.

How a GTIN is used

In Google Merchant Center, the gtin attribute supplies this identifier as part of a product record. It helps Google recognize the product. Use the value assigned to the exact item you sell, including the correct variant.

An item ID serves a different purpose. It identifies your product record within the destination system. A retailer’s SKU is often suitable for that ID. A SKU created inside your store does not become a GTIN simply because it is unique in your catalog.

Example

Imagine two retailers selling the same manufacturer’s navy backpack in the same size. One store calls it PACK-NV-20; the other calls it BAG-842. Those are their own catalog identifiers. Both use the manufacturer’s assigned GTIN for that exact backpack.

Now consider the red version. Check its own product information rather than copying the navy version’s identifier. Different variants may look similar in a supplier spreadsheet while representing distinct trade items.

This example uses fictional store codes and does not assign a sample GTIN.

Common mistakes

Never invent a GTIN to fill an empty field. Check the packaging or obtain the identifier from the manufacturer or supplier. Some products have no assigned GTIN; follow the destination’s rules for those products.

Keep the full identifier intact when moving data between systems. Spreadsheet conversions and manual edits are worth checking before upload. A plausible-looking number is not evidence that it belongs to your product.