To use emarketing, and to run Google Ads, you need to upload and configure your product feed. In order to do this, you need to add your Product Identifiers. What are product identifiers and why are they important? 

What product identifiers are...

Product identifiers are a series of numerical or alphanumerical digits that are used to identify a specific product. Ultimately, they are the key to helping customers locate products online, and commonly include Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs) and brand names.    

What are the different types of product identifiers? 

GTIN Attributes

Product identifiers include Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs), and brand names. Not all products have unique product identifiers. However, if your product does have one, especially a GTIN, providing it can help make your ads richer and easier for users to find.

GTIN Attribute - UPC (Universal Product Code)

Largely from North America, this GTIN attribute is 12 digits, and is also referred to as GTIN-12 and UPC-A. This is the id for commercial products that are usually associated with a barcode printed on retail merchandise. 

GTIN Attribute - EAN (European Article Number) 

Also known as the GTIN-13, this identifier is 13 digits. It is also associated with retail merchandise.

GTIN Attribute - JAN

The Japanese Article Number is only used in Japan. This identifier is 8 or 13 digits and is sometimes also known as GTIN-13.

GTIN Attribute - ISBN

ISBN stands for International Standard Book Number. There are two types (ISBN-10 & ISBN-13), but the longer of the two is recommended. This can be found on the back of a book as the barcode. 


Simply put, this is the brand of the product and is recognised globally.


The Manufacturer Parts Number (MPN) is alphanumeric digits with no set length. This number is often used to identify a product to its manufacturer. 

That is the short and sweet of it. For a more technical explanation of ids, check out this article by Google Merchant Center. 

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