Here’s something surprising – your products won’t show up in Google Shopping without proper MPNs. The right MPN setup can make all the difference to your online visibility and sales potential.
Google has relaxed some GTIN requirements lately, but unique product identifiers still play a vital role in your product listings. Manufacturers use MPNs – unique alphanumeric codes – to identify each product. These identifiers boost your chances of appearing in relevant searches by a lot because buyers often look up products using specific MPN numbers. Your product listings simply disappear from search results without these identifiers. The success of your e-commerce business depends on finding MPNs on product packaging and setting up Google Shopping attributes correctly.
This detailed guide shows you what MPN numbers are, when you need them, where to find them, and how to avoid disapproval-causing mistakes. You’ll get ahead of competitors who haven’t properly identified their products once you learn these basics.
What is MPN and why it matters in Google Shopping
Manufacturer Part Numbers are more than just another acronym in the e-commerce world. These unique identifiers act as your products’ digital fingerprint. Let me explain what MPNs really are and why they matter so much to your Google Shopping success.
Definition of MPN (Manufacturer Part Number)
MPNs are unique alphanumeric codes that manufacturers use to identify specific products or components in their catalog. They don’t follow global standards – each brand creates its own format. To cite an instance, Sony might label a camera “ILCE-7M3,” while HP could name a laptop “15-DW0053NA”.
These codes work as exclusive labels that separate particular items from others in a manufacturer’s inventory. Their format and length can vary quite a bit. Some use just numbers, others stick to letters, and many mix both. This gives manufacturers the freedom to create identification systems that suit their product lines best.
Each product variant gets its own unique MPN. The sort of thing i love is how a green small-sized t-shirt might have the MPN “00638HAY,” while its yellow version would need a completely different code like “00638ANG”.
How MPN helps in product identification
MPNs shine at precise product identification, especially when you have industries where similar-looking items might have vital functional differences. Electronics, automotive parts, and specialized tools are perfect examples – areas where using the wrong component could spell trouble.
These identifiers bring real benefits:
- Improved accuracy: MPNs remove confusion between similar products and help buyers find exactly what they need
- Better coordination: They create a common language throughout the supply chain
- Efficient inventory: Accurate identification makes tracking and management easier
- Happy customers: Precise identification means fewer returns and more satisfied buyers
Research found that there was a 50% reduction in product identification time when companies used standardized part numbering systems. This efficiency shows why MPNs are the foundations of many industries, from manufacturing to electronics, automotive, and aerospace.
Why MPN is important for Google Shopping listings
Google Shopping needs MPNs to make your product listings visible and effective. Keep in mind that Google requires an MPN for all non-customized products without a manufacturer-assigned GTIN. Your products won’t show up in relevant search results without this identifier.
Accurate MPNs help Google match your products to the right search queries. Many buyers search using specific part numbers, particularly for technical products. eBay’s data shows listings with MPNs appeared in 20% more relevant search results.
MPNs let shoppers compare products more precisely on Google Shopping. They can tell the difference between similar items based on specific models or part numbers and make smarter buying decisions.
Your listings with MPNs help platforms like Facebook and Instagram show your products in ads based on user browsing habits. This targeted approach makes ads work better and gets more engagement.
Unlike SKUs that you create yourself, MPNs prove your listing shows a genuine product. This authenticity signal makes your products more visible in Google’s shopping ecosystem.
When do you need to use an MPN?
Many sellers find it challenging to decide when they should use an MPN for their Google Shopping listings. Let’s clear up which identifier you should prioritize in different situations.
MPN vs GTIN: which one takes priority
GTINs (Global Trade Item Numbers) are the foundations of product identification and rank higher than Manufacturer Part Numbers when both exist. Your Google Shopping feed must include manufacturer-assigned GTINs (like UPC, EAN, or ISBN). Adding an MPN isn’t required in these cases, but it helps with better identification.
The rule is simple – GTINs serve as primary product identifiers in Google Shopping. Your product listings should always include valid GTINs when available.
Cases where MPN is required
You need MPNs in these specific cases:
- Products that don’t have a manufacturer-assigned GTIN
- Replacement parts, OEM components, or store-brand items
- Non-apparel items without GTINs need both MPN and brand name
Accurate MPNs play a crucial role in product identification. Products might face disapproval or limited visibility without required MPNs.
Each product variant needs its unique MPN. A blue shoe model needs a different MPN than its white version. The exception applies to apparel items – different sizes can share one MPN.
When MPN is optional or not needed
Here are situations where you can skip adding MPNs:
- Custom-made products (personalized t-shirts, artwork, handmade goods)
- Products without an associated MPN
- Items with valid GTINs
- Vintage or antique products
- Books published before 1970 (pre-ISBN era)
- Pre-order products (using the availability attribute)
Note that submitting no MPN works better than providing incorrect information. Missing MPNs for products that should have them might lead to listing disapproval or poor search performance.
Follow these guidelines for bundles or multipacks:
- Use manufacturer-assigned MPNs for manufacturer-created bundles
- Main item’s MPN works for shop-created bundles
- Google accepts one MPN per SKU, so use the primary product’s MPN for shop-created bundles
Your listings must comply with Google Shopping policies. Use only authentic manufacturer-provided identifiers and avoid creating your own MPNs to prevent disapprovals.
How to find the MPN number on a product
Finding the right MPN for your product inventory might feel overwhelming at first. The good news is you have several reliable ways to track down this vital identifier for your Google Shopping listings.
Check product packaging or label
The quickest way to find an MPN number is to look at the product packaging. Manufacturers print MPNs right on the box along with other product details. Start by checking the sides and bottom of the packaging where you’ll usually find product specs. You’ll often see the identifier labeled as “Part Number” or “P/N”.
Can’t find it on the packaging? Take a look at the product itself. Manufacturers often put MPNs directly on items, usually on the bottom or back. Electronic and mechanical products will almost always have MPNs etched or printed somewhere on their surface.
Product manuals and information booklets are great places to look too. These documents typically have a specs section where MPNs are listed. Once you spot the MPN, make sure it matches the manufacturer’s records before adding it to your Google Shopping feed.
Look on the manufacturer’s website
The manufacturer’s website is your next best bet if physical inspection comes up empty. Head to the product page and look through the specs or product details section. Most reliable manufacturers display MPNs clearly in their online product information.
Some brands offer special product lookup tools. These let you search by model name to see all related identifiers, including the MPN. Yes, it is true that manufacturer websites give you the most current and accurate product details, making them a trusted source for Google Shopping MPN requirements.
Use catalogs or contact the manufacturer
Product catalogs are still valuable MPN sources, especially for industrial goods, car parts, and electronics. Manufacturers often release complete catalogs with detailed product specs and part numbers sorted by category.
If catalogs don’t help, reaching out to the manufacturer directly works well. Their customer service teams can provide official MPNs for any product they make. Just get in touch with the product name and any identifying details you have – they should get back to you quickly with the right identifier.
Using barcode lookup tools
Barcode lookup services give you a smart way to find MPNs when other methods don’t work. These digital tools let you enter a product’s barcode number (GTIN/UPC) to get complete product information, including the MPN.
Services like Barcode Lookup come with several benefits:
- Quick access to product databases with millions of items
- Complete product details beyond just identifiers
- Options for single lookups and bulk processing
These platforms offer bulk lookup services that work great for managing large inventories. You can submit barcode lists and get spreadsheets with all available product data, including MPNs. This helps a lot when preparing big Google Shopping feeds.
The API integration options let you pull MPNs and other product data straight into your inventory systems. This makes your Google Shopping feed preparation much smoother.
Note that accurate MPNs are essential for success on Google Shopping. Using wrong identifiers or making up your own numbers can get your listings rejected and cost you sales.
How to add MPN to your Google Shopping feed
You’ve identified your product MPNs, and now it’s time to add them to your Google Shopping feed. Each e-commerce platform has its own way of handling these vital identifiers.
Using WooCommerce and CTX Feed plugin
WooCommerce doesn’t include built-in fields for product identifiers like MPNs, so you’ll need a specialized plugin. The CTX Feed plugin provides a simple solution:
- Head to CTX Feed > Settings and enable the MPN field under the “Custom Fields” tab
- Go to your product edit pages and input MPNs in the Inventory tab
- Set up a feed by visiting CTX Feed > Make Feed and select “Google Shopping” as your template
- Link the MPN attribute to your newly created MPN field
You can also use plugins like Yoast WooCommerce, Rank Math, or WooCommerce Germanized that support MPN implementation.
Adding MPN in Shopify
Shopify takes a different approach to MPNs through product variants:
Products without GTINs need MPNs in the barcode field for each variant. A word of caution – random or incorrect MPN data violates Google’s requirements.
Products with multiple variations in size or color need proper MPN structure within Shopify. You can assign MPNs to variants using Shopify’s field for ‘Google Shopping’. Complex cases might need Google Merchant Center’s feed rules to control product identifiers precisely.
Adding MPN in Magento
Magento users get dedicated Google Shopping extensions that work with all product types:
The Attribute tab lets you set the MPN along with other required data like description, GTIN, brand, and condition. Your Google Merchant account stays current with daily updated XML feeds from the extension.
The extension adds the required grouped-id tag automatically for grouped products, which helps Google identify related items.
Best practices for formatting MPN values
Here are the key MPN formatting guidelines that work on all platforms:
The manufacturer-assigned MPN is the only acceptable option – creating your own isn’t allowed. Each product variant needs its own unique MPN, though size variations in apparel often use the same identifier.
MPNs should be alphanumeric strings between 1-70 characters (like G012345OOGLE). Manufacturer-created bundles need their specific MPN, while shop-created bundles use the main product’s MPN.
Third-party compatible products or refurbished items must use the actual manufacturer’s MPN, not the OEM details.
Common mistakes and how to avoid MPN disapprovals
MPN mistakes can lead to Google Shopping disapprovals, even for the most careful sellers. You can avoid many headaches by steering clear of these common pitfalls.
Using self-assigned MPNs
Sellers often mix up MPNs with SKUs, which is a common error. Note that SKUs are internal tracking numbers you create, while manufacturers must directly provide MPNs. So, using self-assigned values in the MPN field will get your listings disapproved right away. Google’s stance is clear: “Only submit MPNs assigned by a manufacturer rather than a reseller or distributor”.
Incorrect MPN for product variants
Each product variant needs its own unique MPN. Different colored items usually have separate MPNs and need precise attribution. However, clothing items in different sizes tend to share the same MPN. Your listings might get flagged if you don’t understand these differences.
Wrong MPN for bundles or multipacks
Manufacturer-created bundles need their specific bundle MPN, not individual product identifiers. However, if you created the bundle, you should use the main product’s MPN. To name just one example, see a camera bundled with accessories—the camera’s MPN becomes your reference point.
Not matching MPN with actual manufacturer
The actual product manufacturer’s MPN matters more than compatibility information. We faced this issue mostly with compatible products or refurbished items. Your listings will end up disapproved if you use Original Equipment Manufacturer (OEM) details instead of the actual builder’s identification.
Conclusion
MPNs might look like technical details, but they are vital to your Google Shopping success. This piece shows you what Manufacturer Part Numbers really are – unique identifiers that work as digital fingerprints for your products. Your listings won’t show up in relevant searches without proper MPNs, especially when you have products without manufacturer-assigned GTINs.
Accuracy matters most here. The right MPNs help identify products precisely and make inventory management easier. They also substantially improve your customers’ shopping experience. Looking up authentic MPNs through product packaging, manufacturer websites, catalogs, or barcode lookup tools will boost your business.
E-commerce platforms of all sizes have different ways to implement MPNs correctly. You might use WooCommerce, Shopify, or Magento, but one rule stays the same – never make up or assign your own MPNs. Product variants, bundles, and multipacks need specific MPN handling to avoid disapprovals.
Your Google Shopping success relies on these details. MPNs may seem like small parts of your product data, but they play a big role in your visibility and sales potential. Well-implemented MPNs do more than meet Google’s requirements – they connect your products with customers who are actively searching for what you sell.
Become skilled at MPN implementation today and watch your Google Shopping performance soar tomorrow.
FAQs
Q1. What is an MPN and why is it important for Google Shopping? An MPN (Manufacturer Part Number) is a unique alphanumeric code assigned by manufacturers to identify specific products. It’s crucial for Google Shopping because it helps in accurate product identification, improves search visibility, and is often required for listings without a GTIN.
Q2. How can I find the MPN for my products? You can find the MPN on product packaging, labels, or directly on the item itself. If not visible, check the manufacturer’s website, product catalogs, or contact the manufacturer directly. Barcode lookup tools can also be helpful in retrieving MPNs.
Q3. When is an MPN required for Google Shopping listings? MPNs are required for all non-customized products without a manufacturer-assigned GTIN. They’re also necessary for replacement parts, OEM components, and store-brand items. For non-apparel categories lacking a GTIN, both MPN and brand name must be provided.
Q4. How do I add MPNs to my Google Shopping feed? The process varies by platform. For WooCommerce, use plugins like CTX Feed. In Shopify, utilize the barcode field for products without GTINs. Magento users can leverage Google Shopping extensions. Always ensure you’re using the correct manufacturer-assigned MPN and follow Google’s formatting guidelines.
Q5. What are common MPN mistakes that lead to disapprovals? Common mistakes include using self-assigned MPNs instead of manufacturer-provided ones, incorrectly assigning MPNs to product variants, using wrong MPNs for bundles or multipacks, and not matching the MPN with the actual manufacturer for compatible or refurbished products. Avoid these errors to prevent listing disapprovals.
