What is Google Shopping MPN and Why Is It Important? 

Many sellers add products to Merchant Center without using the Google Shopping MPN attribute, even when it is available for their products. This seemingly small mistake often leads to reduced product visibility, item disapprovals, and, in some cases, even account suspensions.

To help you avoid the same mistakes and not face consequences, we have come up with this guide on the MPN attribute in Google Shopping feeds. 

Through it, we will walk you through: 

• What is MPN product and why it matters (unique product identification, improved search relevance, and more)
• When to use it (for example, when no GTIN exists).
• How the MPN attribute differs from GTINs
• Other important details you need to know. 

So, are you ready to start? Let’s quickly dive in. 

What is an MPN and Its Role in Product Identification? 

The Manufacturer Part Number (MPN) is a unique identifier assigned by a product’s manufacturer to a specific item. Unlike GTINs, which are standardized worldwide, MPNs are manufacturer-specific codes. This means each manufacturer uses its own format and numbering system to assign MPNs to its parts and products. 

The MPN is useful for distinguishing a product from others made by the same manufacturer. In essence, an MPN functions as an internal “part number” that uniquely identifies an item within the manufacturer’s catalog.

In e-commerce, the google MPN attribute plays an important role in accurate product identification. Both shoppers and merchants rely on it to find the exact product they are looking for. For example, instead of using a product or replacement part’s name, a shopper might use its MPN to search for it. 

Google Shopping recognizes this behavior: if you include a valid MPN in your product feed, then your listing can appear when someone searches for that exact identifier number. This improves product matching, which ultimately boosts sales. 

When MPNs Are Required in Google Shopping Feeds? 

MPNs are required or recommended to be added for all items in your Google Shopping feed in the following scenarios: 

1. When your product has a manufacturer-assigned MPN.
2. When your products don’t have a manufacturer-assigned GTIN (and they are not custom-made). In practice, this means if your product doesn’t have a UPC, EAN, ISBN, or any other specific GTIN code, you should submit a valid MPN.  
3. You are the manufacturer of the product, and you have no official brand. In such scenarios, you must use your store name as the brand and also include the MPN with any other unique identifier instead of submitting the identifier_exists attribute as “false”.

When To Not Use MPNs in Google Shopping? 

1. If your product is custom-made and truly has no MPN (and any other product identifier such as GTIN). In such cases, you should set the identifier_exists attribute’s value to no or false. 
2. Your product has an MPN, but you are not sure of its exact value, and you are making guesses. 

Format of Google Shopping MPN 

Follow these requirements when submitting MPN Google Shopping attributes in your feed: 

• Use a string value that includes only alphanumeric, Unicode characters. The ASCII character encoding standard is recommended. 
• Minimum, there should be 1 character. And a maximum, 70 characters. 
• Don’t add repeated fields. Each product should accept only one MPN. 
• For schema.org property, product.mpn will work with text value.

Using the correct MPN attribute format ensures that Google’s systems can read your data properly and match products accurately to a user’s search query. 

It also prevents your products from being disapproved due to any GMC or Google Shopping feed errors. 

How to Add MPNs in Google Shopping Feed and Merchant Center? 

Let’s go through the step-by-step process of adding MPNs in your Google Shopping feed.

1. Gather the MPN Information for Each Product: Start by ensuring you have the correct MPNs for every eligible product, and add them to a Google Sheet or a handy file. 
2. Prepare your Feed File or System for MPN: Then add the MPN attribute to your Google Shopping feed file. 

The exact process will depend on your feed format:

1. If you are using a spreadsheet or CSV, you will have to include a new column with the header ‘mpn’, all lowercase. Each row under it will contain the MPN attribute values for all items. 
2. In case you are using an XML file, you must include a <g:mpn> tag for each product in the feed structure. 
3. For Content API or data feed solutions, there will be a designated MPN field you can map your data to. Just ensure that the field is enabled or active. 
4. Insert MPN values: Populate the MPN field for each attribute. This means entering the string of letters/numbers exactly as specified. 

For example, if the MPN of an item is “ISP-78UE” enter the exact same value in your feed. Include any hyphens, spaces, etc., as in the original, and also maintain the uppercase vs lowercase as it was given. 

Avoid typos, accidental spaces, etc., as they can lead to data discrepancies and affect your account’s health. 

4. Include Other Relevant Identifiers: Add GTINs, Brand, and any other available identifiers to maximize the performance of your listings. 
5. Upload Product Data to GMC: Once your feed update is complete, upload it to GMC using the applicable method (e.g., manually, allow scheduled fetches, auto-sync via tools, etc.). 
6. Verify and Troubleshoot: After the upload is complete, we recommend regularly checking the “Needs Attention” tab for any MPN-related errors. If they persist, resolve them using the appropriate solutions shared as shared in the next section. 

If no issues are highlighted (even after multiple days), then your feed has been successfully uploaded along with appropriate MPN values. 

MPN-Related Google Shopping Feed Errors and Their Fixes 

Let’s also look at some errors related to the Google Shopping attribute and how you can tackle them. 

Incorrect MPN

Google flags items with the “Incorrect MPN” error when their provided MPN attribute values are incorrect. As a result, either these affected products have limited performance, or they are disapproved for use in ads and free product listings. 

How to Fix the “Incorrect MPN” Error? 

To fix this error (or prevent it from occurring in the first place): 

1. Always add valid, manufacturer-assigned MPN values for all items. Don’t add any random value assigned by a reseller or distributor.
2. If a product doesn’t have valid MPN values, then leave the field blank. 
3. If a product has variants, each will have a different MPN. 
4. Most importantly, ensure that the corresponding brand attribute values are submitted correctly. 
5. In case any of your products are affected by this error, then implement the three points shared above, and resubmit your feed via the original product upload method. 

If no further issues are detected, the error will disappear.

Note: ‘Incorrect MPN’ and ‘Invalid MPN’ errors share the same causes. You can fix both using the same steps.

Limited Performance Due To Missing Identifiers: GTIN [gtin], MPN [mpn], brand [brand]

Depending on your target country and Google product category, Google requires you to submit the brand attribute and either GTIN or MPN. 

If the values for any of these are missing or incorrect, your items will be flagged with the “Limited Performance Due To Missing Identifiers: GTIN [gtin], MPN [mpn], brand [brand]” error. 

How to Fix the Limited Performance Due To Missing Identifiers: GTIN [gtin], MPN [mpn], brand [brand]” Error? 

1. If any affected product is widely manufactured and has an assigned GTIN, include values for all three attributes, GTIN, MPN, and Brand for it. 
2. If the affected item doesn’t have a GTIN, then submit accurate and valid values for the Brand and MPN fields. 
3. Either update or reupload your product feed using the original method. 
4. In case no further issues are detected, the warning (or error) will disappear from the “Needs attention” tab. 

Additional Requirements for MPN in Google Shopping

Google has some additional requirements for MPN in Google Shopping for products depending on their condition, category, etc., that include: 

• In case of compatible and refurbished products, submit the MPN from the manufacturer that built the compatible product. Do not use OEM details to highlight compatibility or replication. 
• For Bundles, submit the MPN of the “bundle” itself and not any individual item if the manufacturer created the bundle. If you have created the bundle, then use the “MPN” of the main product. For example, if you are selling a cricket bat with grips, then submit the MPN of the bat, which is the main product. 
• Similarly, for Multipacks, use the MPN of the “multipack” and not individual items if the manufacturer created the multipack. However, if you have created the MPN, use the “MPN” for each individual product. 
• Lastly, for printer cartridges, the values of unique identifiers like MPN you submit depend on the type of cartridge you are selling. And the type of cartridge is determined by who manufactures the ink or toner, or who manufactures the container, and what the condition of the cartridge is. 

Read more about it on this Google Help page for advertising compatible or refurbished third-party products. 

Google Shopping MPN Examples 

This section highlights common MPN examples based on feed formats and product types. 

MPN Examples for Different Feed Formats 

1. For text feeds, MPN values can be like: GO12345OOGLE 
2. For XML Google Shopping feeds, you can add MPN values in this format: 

<g:mpn>GO182372OOGLE</g:mpn>

MPN Examples for Different Types of Products 

Below, we will cover some common examples that show the exact MPN values used for different product types. 

1. Food and Beverages

Title: 1l Cow Milk – 1l

MPN: CMG4-44

2. Electronics

Title: Pixel 1 – 128 GB- Jet Black 

MPN: GP-128

3. Bundles and multipacks 

Title: Google 21 MP Digital Camera Body + 44mm Lens + Silver camera bag 

MPN: 922830HGOOGCAMERA21MP

4. Variants

• Title: Superhero t-shirt – blue – small 
• Item Group ID: 9934
• MPN: 000US12

• Title: Superhero t-shirt – yellow – small 
• Item Group ID: 9934
• MPN: 000US13

• Title: Superhero t-shirt – red – small 
• Item Group ID: 9934
• MPN: 000US14

5. Phone or Tablet

• Title: Apple iPhone 18 – Midnight black.
• MPN: JDHDS212

6. Store Brand and Private-Label Products

• Title: Four seater couch – brown/red
• MPN: DASS212

7. Products Without Custom Identifiers
   • Title: Handmade t-shirt – pink – small
   • Identifier exists: no 
   • MPN: (You must leave the field blank as the product is custom-made and will not have an MPN.) 

Conclusion and Key Takeaways

The MPN attribute directly impacts how Google identifies products and matches them to shopper searches. When used correctly, it supports feed accuracy, compliance, and consistent Google Shopping performance.

The key takeaways from this blog include:

• The Manufacturer Part Number (MPN) is a unique product identifier assigned by the manufacturer. 
• MPNs help Google and shoppers identify the exact product with higher confidence. It improves matching accuracy and supports better visibility across listings.
• Google Shopping MPN is generally added for items that lack valid, manufacturer-assigned MPNs. 
• Avoid adding MPNs for custom-made products in your feed. For such items, set the identifier_exists attribute value to no or false. 
• Google Shopping MPN values should use string values, must be at least 1 character, and no more than 70 characters. Also, all items in your product feed must have unique MPN field values. 
• Adding MPNs requires accurate data preparation and correct feed mapping. First, collect valid manufacturer-assigned MPNs. Then add them using the mpn column, g:mpn tag, or API field (depending on your feed format), upload the feed to GMC, and monitor the “Needs attention” tab for errors.
• While adding MPNs, ensure that you enter the exact manufacturer-assigned value. Match casing, spacing, and characters to prevent mismatches and any further potential issues.
• Incorrect or missing MPNs often lead to limited performance or product disapprovals on GMC. Most issues resolve after correcting and adding valid MPN values and resubmitting your feed via the original product upload method.
• How you submit MPN values depends on the product type and how it is created. For manufacturer-created bundles or multipacks, submit the bundle or multipack MPN. If you create the multipack or bundle, submit the main or individual product MPN.
• Some Google Shopping MPN field value examples include: CMG4-44, GP-128, and 000US12.

Over to you. 

FAQs

1. Is MPN mandatory for all Google Shopping products?

MPN is required when GTIN is unavailable, and the product is not custom-made. It is also required when you are the product’s manufacturer and don’t have an official brand.

2. Can I use a random value as an MPN?

No. Always use the exact manufacturer-assigned MPN. Random values can lead to feed-level or other GMC errors, product disapprovals, and account suspensions. 

3. Should product variants use the same MPN?

No. Each product variant must have a unique MPN if the manufacturer assigns different values.

4. Can MPN and GTIN be submitted together?

Yes. Submit both when available. This improves product identification and matching accuracy.