Google Merchant Center To Require Unique Product Identifiers On Free Merchant Listings Enforcement Begins on September 15, 2021

author image Written by: Nicole McCormick           Categories - In The News, SEO

Get ready folks – starting tomorrow (September 15, 2021), Google Merchant Center will start enforcing the requirement for products in free listings in the merchant feeds to include unique product identifiers.

In its official announcement, Google re-enforced the importance of unique product identifiers (UPIs), stating:

“Providing the correct unique product identifiers (UPIs) for your products ensures that Google recognizes them and can provide optimal customer experience…In order to unify the enforcement of UPIs across programs, specifically the enforcement for multiple different products that use the same GTIN, we’re expanding this enforcement and applying it to products listed in free listings.”

For those who are unfamiliar, the term UPIs refers to products that include Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs), and brand names in the product feed that is submitted to Google Merchant Center.

Here is the full breakdown of what to expect with this new crackdown from Google.

“Different products that use the same GTIN with the same variant attributes will be considered ambiguous and will be disapproved,” said Google. “Variant attributes include condition and multipack for all products, as well as color and for apparel products. If a group of products are identified as duplicates, only one will remain active and eligible to show in free listings.”

What This Means For You

For those who currently utilize the free version of Google Merchant Center and are not actively including UPIs with your products, this could become an issue and result in products being rejected. So, the takeaway here is to make sure that all of your free product listings have UPIs going forward to avoid any issues.

Check out this great resource from Google that breaks down all approved UPIs so that there is no confusion.

Read More: Google Merchant No Longer Removes Listings Missing The Return And Refund Policy

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

Google Introduces The Auto-tagging Option


Google revealed another useful feature to the Google Merchant Centre. More help is on the way when it comes to better analytics and measurements. Its name: auto-tagging for free product listing. With it, you will be able to track your shopping campaigns better, by adding a result ID to your URLs.

“With auto-tagging, after someone clicks your free product listing and free local product listing, auto-tagging adds a bit of additional information — a parameter called “result id” — to the URLs people click through.

When used together with a third-party web analytics tool (like Google Analytics), this will allow you to see how effectively your free listings and free local listings lead to valuable customer activity, such as purchases.says Google.

The same result ID will be used for a customer that clicks on your listing multiple times. It will also be tracked through your analytics tools, thus helping you analyze in more depth,

How to Turn Auto-tagging On?

This feature is not a default one and has to be turned on by the admin. To turn auto-tagging on, you simply sign into your Merchant Center Account and find the option under Conversions. Turn it on, and you’re good to go!

Why Is This Important?

With the data you get from the analysis of your free listings and conversions, you can make informed decisions that will actually make sense. Now that you can track better and have more information about conversions and purchases, you can determine if you need to change anything in your marketing strategy.


read more

Google to Issue Warnings For Incorrect Manufacturer Part Numbers in August


Starting in August, Google will begin requiring Google Merchant Center merchants to use an accurate Manufacturer Part Number (MPN), according to a recent announcement from the search engine. 

Going forward, warnings for “Incorrect product identifiers (mpn)” will be issued, and by September, Google will no longer issue approvals for merchants with these issues.

For those who are unfamiliar, a Manufacturer Part Number (MPN) is a product identifier that identifies specific products within a manufactures catalog of products. Customers can search for specific product by using its MPN, which means including an accurate MPN helps make sure that your product shows up in searches.

Here’s what will happen to those who use incorrect MPNs:Starting this month, Google will issue item-level warnings on the Diagnostics page of your Merchant Center account to let you know that that an incorrect value for the MPN attribute for one or more of your products has been submitted. In September, the products that had been issued warnings will be disapproved.

So, What Should You Do Moving Forward?

Here’s Google’s advice:

“Review your Diagnostics page to see if your products are affected, and either provide a valid MPN value or clear the current incorrect value in your product data.”

So, there you have it. It’s that simple.

read more