The Role of GTINs in Product Advertising

GTINs (Global Trade Item Numbers) are the backbone of product identification in digital advertising. Understanding their importance can mean the difference between approved and rejected products.

What Are GTINs?

GTIN is an umbrella term for various product identification numbers used globally. These standardized codes help platforms identify, categorize, and match products accurately.

Why GTINs Matter for Advertising

Google Shopping

Google uses GTINs to:

• Match your products to the Google product catalog
• Provide rich product information to shoppers
• Enable product reviews and ratings
• Improve ad quality and relevance
• Support price comparison features

Facebook/Meta Commerce

GTINs help Meta:

• Verify product authenticity
• Enable brand catalog matching
• Support collaborative ads with retailers
• Improve ad delivery optimization

GTIN Requirements by Platform

Common GTIN Issues

Invalid GTIN Format

GTINs must pass check digit validation. An incorrect digit anywhere in the code will cause rejection.

Valid:   012345678905 (check digit 5 is correct)
Invalid: 012345678901 (check digit should be 5, not 1)

GTIN Mismatch

Using a GTIN that belongs to a different product causes:

• Product information conflicts
• Potential policy violations
• Poor user experience
• Account warnings or suspensions

Missing GTINs

Not all products have GTINs. In these cases:

Handling Missing GTINs

For Google Shopping

Use the identifier_exists attribute:

<g:identifier_exists>false</g:identifier_exists>

For Other Platforms

• Amazon - Apply for GTIN exemption through Brand Registry
• eBay - Use \"Does not apply\" option
• Facebook - Leave blank if not available

\"Proper GTIN implementation improved our product approval rate by 40% and increased impression share by 25%.\"

— E-Commerce Operations Lead

Getting GTINs for Your Products

If You're the Brand Owner

1. Register with GS1 (the global GTIN authority)
2. Obtain a company prefix
3. Assign unique GTINs to each product variant
4. Maintain a GTIN registry

If You're a Reseller

• Request GTINs from your supplier/manufacturer
• Use the manufacturer's barcode (already on packaging)
• Never create fake or fabricated GTINs

GTIN Best Practices

1. Validate before submission - Check digit validation catches typos
2. One GTIN per variant - Different sizes/colors need different GTINs
3. Keep a master database - Track all GTINs centrally
4. Audit regularly - Ensure GTINs match physical products
5. Don't reuse GTINs - Retired products should not have GTINs reassigned

GTINs might seem like just another data point, but they're fundamental to product advertising success. Take the time to get them right, and you'll see improved approval rates and ad performance.