In today’s competitive world of e-commerce advertising and marketing, the key to success lies in your ability to stand out in the digital marketplace. To achieve this within Shopping Ad formats across advertising platforms, you need to know how to optimize your product attributes. Global Trade Identifier Number (GTIN) is an attribute this often overlooked when managing product feeds. In this comprehensive guide, we will provide you with an in-depth understanding of GTINs and how to optimize them in your shopping ads feed.
Overview
Before we dive into the intricacies of GTINs and their role in shopping ads feeds, we’ll explain what GTINs are and why they are crucial for e-commerce advertising and marketing.
What is a GTIN?
A Global Trade Item Number, commonly referred to as a GTIN, is a unique sequence of numbers used to identify products. Think of it as the social security number for products. This standardized identifier was established in the 1970s by an international not-for-profit organization called SG1, which aimed to create a common language for product data across different databases.
GTINs serve as a bridge between various international standard identifiers like ISBN for books, EAN for products, UPC for products, ISMN for music, and more. While providing GTIN data is typically voluntary and not regulated by law, major online shopping platforms like Google, Bing, Pinterest, Amazon, and Facebook strongly recommend their use. In fact, using invalid GTINs can result in penalties causing products or entire feeds not to be surfaced in advertising auctions.
GTIN Formats
To fully grasp the concept of GTINs, it’s essential to understand the different formats they come in. There are four primary GTIN formats, each with a specific number of digits, and these formats are closely tied to the country of origin or the industry type.
- GTIN-8 (EAN/UCC-8): This format comprises 8 digits and is primarily used in Europe for EAN barcodes.
- GTIN-12 (UPC-A): With 12 digits, GTIN-12 is used predominantly in North America, much like the UPC code for products.
- GTIN-13 (EAN/UCC-13): Featuring 13 digits, GTIN-13 is used in Europe, Japan, and most other regions except North America. It’s also used for ISBN codes for books.
- GTIN-14 (EAN/UCC-14 or ITF-14): This format consists of 14 digits and is employed for products bundled together in wholesale items or packs, indicating packaging levels.
GTIN vs. Other Product Codes
Understanding the distinction between GTINs and other product codes is essential. GTINs are not entirely separate; instead, they serve as the umbrella under which various codes are generated by GS1. These codes are standardized data structures tailored to different regions and packaging levels. Here’s a breakdown:
- North America uses 12 digits with GTIN-12 (UPC-A).
- Countries outside North America predominantly use 8 digits with GTIN-8 (EAN/UCC-8).
- Countries outside North America use 13 digits with GTIN-13 (EAN/UCC-13).
- Trade items are identified at various packaging levels using 14 digits with GTIN-14 (EAN/UCC-14 or ITF-14).
A GTIN consists of a “Company Prefix” assigned by GS1 to identify your company, product numbers to identify individual items, a check digit, and a country identifier for EANs. The product numbers depend on the length of your company prefix, ensuring that the total does not exceed 12 digits. The check digit is calculated using the GS1 digit calculator.
How Are GTINs Used?
Now that you have a GTIN in your arsenal, it’s time to explore how they are used, particularly in the context of e-commerce advertising. We’ll focus on Google Shopping Ads, which has specific requirements regarding GTINs.
GTINs in Google Shopping Ads
Google has made GTINs mandatory for all new products that come with a manufacturer-assigned GTIN. Additionally, when submitting your product to Google, you must also include the brand attribute. While the Manufacturer Part Number (MPN) is recommended, it’s not mandatory. However, the GTINs you submit must adhere to the guidelines outlined in the official GS1 validation guide.
To ensure you’re using GTINs correctly in your Google Shopping Ads, follow these guidelines:
- Each product should have its unique GTIN, typically a 12 or 13-digit number found below the product’s barcode.
- If you’re using a warehouse management system, you can find GTINs in bulk.
- Ensure you use the correct brand name. Some accessories include the brand they are designed for, so accuracy is essential to prevent ad disapproval.
- Avoid using placeholders or a single GTIN for multiple or different products.
GTINs on Other Advertising Platforms
Beyond Google Shopping Ads, GTINs are used as a valuable signal on various advertising platforms like Pinterest, Instagram, Facebook, Bing, and more. They help platforms identify similar products and, at times, gauge price competitiveness among retailers. The inclusion of GTINs in your product data can enhance your product’s visibility and relevance in the eyes of potential customers since these advertising vendors have accumulated information across various retailers for the same product.
Procuring GTINs for Your Brand’s Products
Now that you understand the significance of GTINs, you might be wondering how to acquire them. In this section, we’ll walk you through the process of purchasing GTINs for your brand and explain why they are valuable.
How to Buy a GTIN
To obtain a GTIN for your product, you can purchase one from GS1, the organization responsible for managing GTINs. The cost of GTINs typically hovers around $30 per number, although prices may vary. Buying GTINs in bulk can be more cost-effective, making it ideal for businesses with multiple products.
There are two types of GTINs available: individual and licensed (GS1 Company Prefix). Most businesses opt for the licensed option, which allows you to obtain multiple GTINs at once. The registration process is straightforward and involves providing basic information such as your company name, contact details, the number of products you intend to register, and payment details.
What if I don’t have GTINs or choose not to purchase?
There are two scenarios to consider:
If a GTIN for your products doesn’t exist because they are unique, handcrafted, vintage, or not mass-manufactured, you can simply set the “identifier exists” field to False, and you’ll be in compliance.
If a GTIN for your products does exist but you don’t have it, there are several ways to obtain it:
- Do not attempt to cheat: Entering random numbers as GTINs, using your SKU or ID, or MPN will not work. Google is connected to GTIN databases and can quickly detect incorrect GTINs.
- Get the GTINs from your supplier: Your supplier should have access to all the necessary GTINs. If not, consider reaching out to the manufacturer or checking the barcode on the product packaging. You can expedite the process using a barcode scanner app.
- Consult a GTIN database: There are databases available where you can look up GTINs for products.
- Purchase GTINs online: Some websites offer GTINs for sale online, although it’s essential to ensure the legitimacy of the source.
Frequently Asked Questions
Now that you have a solid understanding of GTINs and their role in shopping ads feeds, let’s address some common questions that marketers often have.
Are GTINs Mandatory?
GTINs are not universally mandatory, but many major online shopping platforms, including Google and Amazon, strongly recommend their use. Non-compliance with GTIN requirements on these platforms can result in penalties and ad disapproval.
Do You Need a GTIN to Sell Online?
If your product has a manufacturer-assigned GTIN, you should provide it when listing your product on online marketplaces. It significantly enhances your product’s visibility and relevance in search results and ads. However, if your product does not have a manufacturer-assigned GTIN, you may still be able to list it, but it’s essential to follow the platform’s guidelines for unique product identifiers.
Final Thoughts
GTINs aren’t just a puzzle piece in Google Shopping feed optimization; they’re a cornerstone of the online retail universe. While gathering all your GTINs might initially appear cumbersome, the future rewards will more than compensate for the effort. Don’t shy away from harnessing the power of GTINs in your sales and advertising strategies. They have the potential to make or break your success, and it’s within your control to harness their potential for prosperity or risk their impact on your business outcomes.