42feeds
    Back to Error Guides
    Warning
    Field: gtin

    Missing GTIN in Google Shopping Feed

    Your product is missing a GTIN (Global Trade Item Number). While not always required, GTINs significantly improve product visibility and matching.

    Use our free Feed Validator to check for this and other errors automatically.

    What This Error Means

    GTINs help Google match your products with its catalog and display rich product information. You can classify this error type to decide on the best resolution strategy. Missing GTINs can limit your product's visibility and performance in Shopping results. For complex setups, you can also use supplemental feeds for rulesto provide missing identifiers.

    When GTINs are required:

    • All products with a manufacturer-assigned GTIN
    • Products from known brands sold by multiple retailers
    • Products you want to appear in product comparison features

    When GTINs are not required:

    • Custom-made or handmade products
    • Vintage or antique items
    • Products made before GTINs were assigned
    • Store-brand products without GTINs

    How to Fix It

    1. Find the GTIN on packaging — Check product packaging for barcodes. The number below the barcode is usually the GTIN.
    2. Request from manufacturers — Contact your suppliers or manufacturers to get official GTINs for their products.
    3. Search product databases — Use services like UPCitemdb or the manufacturer's website to find GTINs.
    4. Use identifier_exists for custom products — If the product genuinely has no GTIN, set identifier_exists to "no" using transformation rules.
    5. Register for GTINs — For your own products, join GS1 to obtain official GTINs.
    6. Use secondary feeds for missing data — If you can't add GTINs directly to your CMS, use supplemental feeds for rulesto merge GTIN data from a spreadsheet.

    Examples

    Incorrect
    <!-- Product with brand but missing GTIN: -->
<item>
  <g:title>Nike Air Max 90 Running Shoes</g:title>
  <g:brand>Nike</g:brand>
  <!-- No GTIN provided for a major brand product -->
</item>
    Correct
    <!-- Branded product with GTIN: -->
<item>
  <g:title>Nike Air Max 90 Running Shoes</g:title>
  <g:brand>Nike</g:brand>
  <g:gtin>00192499568789</g:gtin>
</item>

<!-- Custom product without GTIN: -->
<item>
  <g:title>Handmade Leather Wallet</g:title>
  <g:brand>MyShop</g:brand>
  <g:identifier_exists>no</g:identifier_exists>
</item>

    Additional Tips

    • Products with GTINs typically get 40% more impressions than those without
    • GTINs enable product ratings, reviews, and comparison shopping features
    • Use MPN (Manufacturer Part Number) alongside GTIN when available
    • Don't use made-up GTINs — Google validates against global databases
    • For bundles, you may need to get a new GTIN from GS1
    • Check if your e-commerce platform can auto-populate GTINs from product catalogs

    Related Issues

    Invalid GTINBrand Missing or InvalidDuplicate Product IDsMissing ID

    Validate Your Feed Now

    Use our free Google Shopping Feed Validator to check for this and other common errors before uploading to Merchant Center.

    Open Feed Validator