Glossary · Paid media
GTIN (Global Trade Item Number)
A unique product identifier (barcode number) used in Google Shopping feeds to match your products to Google's product catalog for better ad targeting and organic Shopping results.
How it works
GTIN is required for most branded products in Google Shopping feeds. Including accurate GTINs improves Shopping ad quality scores, enables product matching (your ad appears alongside competitor comparisons), and unlocks better impression share. Manufacturer barcodes (UPC in US, EAN in Europe) are the most common GTIN format. Private label D2C brands without manufacturer barcodes should apply for a GS1 prefix.