New Rule: As of May 16th, Google Shopping Feed will Require GTINs

A Global Trade Item Number (GTIN) is a unique identifier that classifies, tracks and stores data for every product in the world. Even if this is your first time hearing of ‘GTINs’, odds are you are already using one. Examples of commonly-used GTINs include:

• UPC
• EAN
• JAN
• ISBN
• ITF-14

Starting on May 16^th, 2016, Google will require e-commerce sites to include GTINs for every product. If a product on your site does not have a GTIN after this date, Google will not approve the product for the Google Shopping Feed. After May 16^th, 2016, you won’t be able to sell products in the Google Shopping feed without GTINs.

Which Products does the New Rule Apply To?

You will need to add GTINs to all new and in-stock products that will appear in the Google Shopping Feeds for the following countries:

• Australia
• Brazil
• The Czech Republic
• France
• Germany
• Italy
• Japan
• The Netherlands
• Spain
• Switzerland
• The United Kingdom
• The United States

Simply put, if a manufacturer has assigned a GTIN to a product, you need to make sure that information is present in the Google Shopping Feed.

What is the Reasoning Behind this Rule?

GTINs help the Google algorithms identify the type of products you’re selling. For instance, if the product has an ISBN associated with it, the Google Shopping feed will know that it’s a book, and will target users who are shopping for books. Adding correct GTINs to your products can lead to a 20% increase in conversions. Moreover, your ads will appear in more places on Google and Google partner sites like YouTube, giving your ad even more exposure. Do the math: more exposure means more sales.

What about Products that Don’t Have GTINs?

Vintage and one-of-a-kind items don’t have GTINs associated with them – and that’s fine. In the Google Shopping dashboard, you’ll see a field that says “Identifier Exists”. If there really is no GTIN for your product, set this field to “False.” However, if there is a GTIN for your product and you simply don’t have it, you have to get it. You CANNOT get around the new rule by saying the identifier doesn’t exist when it does. You can’t put in fakes ones, either. Google is connected to the GTIN database and knows which numbers should be associated with which products; entering your SKU numbers into this field will not work. You simply must get a hold of the GTIN. To obtain GTINs, you can:

• Ask the manufacturer or supplier to give them to you
• Look them up in the GTIN database
• Look up codes using a bar code scanner app
• Purchase GTINs if you aren’t able to get them any other way

Need Help Adding GTINs to Your Products on Google Shopping Feed?

Ecreative is here to help. Contact us by May 1^st 2016 so that we have plenty of time to add your GTINs before the new rule takes effect. Photo credit: jDevaun.Photography via Foter.com / CC BY-ND