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Google Shopping Data Feeds & GTIN's

Posted on 9.09.2015

E-Commerce merchants know all too well that their success relies in great part on the quality of their product data feed.

When data feeds are optimized, it's easier for users to find what the merchant is selling.

As part of the ongoing 2015 update to Shopping Products Feed Specification the company shared in June, Google announced that it is now "refining" its principles and requirements around GTINs (Global Trade Item Numbers).

Starting September 15, Google will require that Shopping feeds targeting Australia, Brazil, Czech Republic, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland, the United Kingdom or the United States submit valid ‘gtin’ and ‘brand’ for all products when the ‘brand’ is a designated brand and the ‘condition’ is ‘new’. After the cut-off date, Google will simply disapprove offers that do not meet this requirement or are submitted with invalid GTINs.

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"We’ve found that providing GTINs in your product data feed increases the likelihood that your offers are matched to the Google Shopping product catalog," said Rob Rekrutiak, Product Manager at Google Shopping. "This helps us surface relevant, accurate results on Google Shopping; in fact, early experiments indicate that offers matched to the catalog receive up to 40% more user clicks than those that do not."

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