Google has required products listed on Google Shopping marketplace to have a valid GTIN since 2015.
GTINs empower platforms like Google to identify existing products and differentiate new ones, enhancing product visibility in search results. In fact, products with GTINs can often receive 40% more impressions than those without.
According to Matt Lawson, Director of Performance Ads Marketing at Google, “Providing Google with the correct GTIN for a product in your feed can help increase the conversion rate for that product by up to 20%.”
Find out more from Google Commerce about reaching more customers online.