As an agency with a strong focus on e-commerce, Tidepool frequently encounters clients struggling with GTIN (Global Trade Item Number) issues on Google Merchant Center. GTINs are crucial for product listings, ensuring accuracy and enhancing visibility. This blog post provides an inexhaustive guide on GTIN best practices, error resolution, and proactive strategies for maintaining a healthy Merchant Center Data Feed.
Understanding GTIN and Its Importance
GTINs are unique identifiers used to distinguish products. They help Google accurately match and display products in search results, improving visibility and sales. Common GTIN formats include UPC (12 digits), EAN (13 digits), and ISBN (for books).
Common GTIN Errors and How to Fix Them
- Limited performance due to missing value: GTIN [gtin]
- Solution: Ensure that all products have the correct GTINs. If a GTIN is unavailable, contact the manufacturer or supplier.
- Incorrect value: GTIN [gtin]
- Solution: Verify the GTIN for accuracy. It should be a valid 8, 12, 13, or 14-digit number without letters or special characters.
- Value too short/long: GTIN [gtin]
- Solution: Ensure the GTIN meets the required length standards. Double-check for typographical errors.
- Invalid GTIN format: GTIN [gtin]
- Solution: GTINs should only contain digits. Correct any GTINs that include letters or special characters.
- Disapproved due to incorrect GTIN [gtin]
- Solution: Cross-check the GTIN with manufacturer databases or the GS1 database to ensure it is correct.
- Duplicate GTIN: GTIN [gtin]
- Solution: Ensure each unique product has its own GTIN. Avoid reusing GTINs across different products.
- Conflicting GTIN: GTIN [gtin]
- Solution: Check for conflicts with other listings. Make sure the GTIN matches the product it is assigned to.
- Pending review: GTIN [gtin]
- Solution: Wait for Google to complete the review. Ensure all other product data is accurate to avoid delays.
- Inconsistent GTIN: GTIN [gtin]
- Solution: Make sure the GTIN aligns with other product attributes such as brand and manufacturer.
- GTIN not recognized: GTIN [gtin]
- Solution: Verify the GTIN with the manufacturer or GS1 database. If new, it might take time for Google to recognize it.
- Missing GTIN attribute for identifier_exists set to true
- Solution: Either provide a GTIN or set the identifier_exists attribute to false if a GTIN is genuinely not available.
- Invalid combination of brand and GTIN [gtin]
- Solution: Ensure the GTIN and brand combination matches what is registered with the manufacturer.
- Mismatched GTIN and product identifiers [gtin]
- Solution: Confirm that GTINs, MPNs (Manufacturer Part Numbers), and brands are correctly aligned.
Best Practices for Managing GTINs
Use the Most Relevant GTIN
For bundles, always use the GTIN of the most significant item. This ensures that the primary product in the bundle is accurately represented and helps maintain consistency in your product listings.
Source Accurate GTINs
Obtain GTINs directly from manufacturers or suppliers to ensure accuracy. Using incorrect or fabricated GTINs can lead to product disapprovals and listing issues, impacting your visibility and sales performance.
Avoid Using Purchased GTINs
Do not use a GTIN purchased for a brand sold by other retailers. Google may have the GTIN in their database, and using a purchased GTIN can result in disapproval for being incorrect. Always source GTINs from reliable and legitimate sources.
Custom Bundle Listings
If no GTIN is available for a bundle, create detailed custom listings and inform Google. Clearly describe the bundle components in the title and description to ensure accurate representation in search results.
Source GTIN for Known Brands
If Google recognizes the GTIN for a brand, make an effort to source and apply it. However, this is only worthwhile if the retailer’s pricing is competitive. If prices are higher than competitors, the product may be grouped with other sellers but receive minimal traffic due to higher costs.
Avoid Grouping for Non-Competitive Pricing
For brands with non-competitive pricing, avoid grouping by changing the brand name and informing Google that there is no GTIN for the item. Ensure the brand is still included in the title and description, and target different keywords to reach a broader audience. This strategy helps prevent being overshadowed by more competitively priced listings.
Remove Incorrect GTIN
If a GTIN is incorrect, remove it and inform Google to ignore the GTIN value. This allows the item to be displayed as a single listing rather than being grouped with other products, potentially improving its visibility and performance.
Consider Pricing Competitiveness
If a product is not price-competitive, listing without a GTIN might help avoid being grouped with other sellers. This can sometimes result in better visibility for unique or higher-priced items by preventing direct comparison with cheaper alternatives.
Regular Data Audits
Periodically review and audit your product feed to ensure all GTINs and product information are accurate and up-to-date. Regular audits help identify and correct any discrepancies, maintaining the integrity of your product listings and avoiding potential issues with Google Merchant Center.
Best Practices for Managing GTINs
- Use the Most Relevant GTIN: For bundles, use the GTIN of the most significant item.
- Source Accurate GTINs: Obtain GTINs directly from manufacturers or suppliers.
- Avoid Incorrect or Purchased GTINs: Using incorrect GTINs can lead to disapprovals and listing issues.
- Custom Bundle Listings: If no GTIN is available, create detailed custom listings and inform Google.
- Consider Pricing Competitiveness: If the product is not price-competitive, listing without a GTIN might help avoid being grouped with other sellers.
- Regular Data Audits: Periodically review and audit your product feed to ensure all GTINs and product information are accurate and up-to-date.
Phew!
Handling GTIN issues can be challenging, but with these best practices and solutions, you can ensure your products are accurately listed and perform well on Google Merchant Center.
Are you struggling with resolving your GTIN errors? Let Tidepool help you. Request a free feed audit here.
Our team of experts is ready to assist you in managing your e-commerce product listings effectively. Reach out to Tidepool for professional guidance and support.
