What Are GTINs and MPNs?
GTIN (Global Trade Item Number): A unique identifier used to identify products globally. Common examples include UPC (Universal Product Code), EAN (European Article Number), and ISBN (International Standard Book Number).
MPN (Manufacturer Part Number): A unique code issued by manufacturers to identify specific products or parts.
These identifiers ensure that your products are recognized accurately on advertising platforms, enabling better visibility, relevance, and campaign performance.
How GTINs and MPNs Support Facebook Advantage+ Campaigns
If a GTIN exists for your product, your store’s product data must include it. Missing GTINs can result in product rejection or limited delivery.
For Facebook Advantage+ Shopping campaigns, GTINs and MPNs are read from your store’s product data to improve ad targeting, delivery, and performance:
Improves Product Matching: Facebook uses GTINs to match products in its catalog, improving ad placement and targeting accuracy.
Enhances Campaign Results: Providing GTINs helps Facebook enrich product details like price, availability, and images, improving ad performance.
Reduces Product Listing Issues: Missing or incorrect GTINs can limit product visibility and reduce ad delivery performance.
GTIN Requirements for Facebook Advantage+ Shopping Ads
If a GTIN exists for your product, your store’s product data must include it. Missing GTINs can result in product rejection or limited delivery.
For products without GTINs (e.g., handmade or custom goods), include the MPN and brand field instead.
Custom products should be marked as "custom product" to ensure proper processing if your affiliated partner allows you to mark products in this manner. If NOT, then you should clearly describe the product as "custom" in the title or description to help clarify that it will/may not have a GTIN or MPN/Brand.
Learn more about Facebook product identifiers here.
Common Questions and Issues
1. What if my product doesn’t have a GTIN?
If a GTIN is unavailable, ensure your store’s data includes the MPN and brand field. For custom products, mark them as "custom product" or ensure that "custom" is included in the title or main product description.
2. What happens if I don’t provide a GTIN?
If a GTIN exists but is missing, it can limit ad performance and visibility. While Facebook may not disapprove the product outright, ad targeting and delivery may be negatively impacted.
For products without GTINs, including MPN and brand ensures the product can still be processed and served effectively.
3. How do GTINs impact Facebook Ads performance?
Providing GTINs allows Facebook to better identify and serve ads to the right audience, improving targeting accuracy, relevance, and return on ad spend (ROAS).
4. What if my product is rejected or not visible?
Check that your store’s product data includes the correct GTINs, MPNs, and brand names. Missing or invalid identifiers can cause issues with visibility and targeting.
Best Practices for Product Data in Your Store
Verify Accuracy: Ensure GTINs and MPNs in your store’s data are correct and align with manufacturer details.
Include Alternatives: If no GTIN exists, add the MPN and brand to avoid delivery issues.
Identify Custom Products: Clearly mark handmade or unique products as "custom product" to bypass GTIN requirements.
Keep Data Updated: Regularly update your store’s product catalog to ensure the latest product information is available for Facebook campaigns.
By ensuring your store’s data includes accurate GTINs and MPNs, you can maximize the effectiveness of Facebook Advantage+ Shopping campaigns, improving ad performance and audience targeting.
Need Help? If you encounter issues or need assistance with product data for your Facebook campaigns, contact our Support Team for help.