What is MPN in Google Merchant Center? The Complete Guide for E-commerce Sellers

MPN Example

As someone who has helped hundreds of e-commerce businesses optimize their product feeds, I've noticed that Manufacturer Part Numbers (MPNs) are often overlooked or misunderstood. Yet, they play a crucial role in product identification within Google Merchant Center. Let me walk you through everything you need to know about MPNs to improve your shopping campaigns.

What is an MPN?

MPN stands for Manufacturer Part Number. It's a unique identifier assigned by a product's manufacturer to distinguish it from other products in their catalog. Unlike GTINs (Global Trade Item Numbers), which are standardized globally, MPNs are specific to each manufacturer and follow whatever format the manufacturer chooses.

For example, a Sony camera might have an MPN like "ILCE-7M3," while an HP laptop might use something like "15-DW0053NA."

Why MPNs Matter in Google Merchant Center

MPNs serve several important functions in your product listings:

1. Product Identification: When GTINs aren't available, MPNs help Google correctly identify your products.

2. Improved Matching: MPNs help match your products to relevant search queries, especially for technical or specialized products.

3. GTIN Exemption: For certain products without GTINs, a valid MPN combined with the brand attribute can satisfy Google's unique product identifier requirements.

4. Reduced Disapprovals: Providing accurate MPNs can help prevent product disapprovals related to unique product identifier requirements.

When to Use MPNs in Google Merchant Center

You should include MPNs in your product feed in these scenarios:

• When selling products that have manufacturer-assigned part numbers

• When your products don't have GTINs but do have MPNs

• When applying for GTIN exemptions for certain product categories

• When selling technical, industrial, or specialized products where MPNs are commonly used for identification

How to Find the MPN for Your Products

Finding the correct MPN for your products is crucial. Here are the most reliable sources:

• Product Packaging: The MPN is often printed on the product box or label

• Manufacturer's Website: Look in the product specifications section

• Supplier Documentation: Check invoices, catalogs, or product data sheets

• Direct from Manufacturer: Contact the manufacturer's support team if you can't locate the MPN elsewhere

Adding MPNs to Your Google Merchant Center Feed

Adding MPNs to your product feed is straightforward. You'll need to include the 'mpn' attribute: <g:mpn>ILCE-7M3</g:mpn>

Or in a CSV feed:

id,title,description,price,mpn
123,Sony Alpha 7 III Camera,Full-frame mirrorless camera,1999.99,ILCE-7M3

Important: MPNs Must Be Used with Brand Attribute

A critical point that many merchants miss: when using MPNs in Google Merchant Center, you must also include the 'brand' attribute. Google needs both pieces of information to properly identify your product:

xml

<g:mpn>ILCE-7M3</g:mpn>
<g:brand>Sony</g:brand>

Without the brand attribute, the MPN is essentially meaningless to Google, as different manufacturers could use the same part numbers.

MPN vs. GTIN: Understanding the Difference

Many merchants confuse MPNs and GTINs or think they're interchangeable. Here's how they differ:

MPN vs. GTIN: Understanding the Difference

Many merchants confuse MPNs and GTINs or think they're interchangeable. Here's how they differ:

MPN (Manufacturer Part Number)

• Assigned by manufacturer

• Format varies by manufacturer

• Specific to each manufacturer

• Not always required by Google

GTIN (Global Trade Item Number)

• Assigned by global organizations (GS1)

• Standardized format (12-14 digits)

• Globally unique across all products

• Required for most new products

Using MPNs When Products Don't Have GTINs

If your products legitimately don't have GTINs, you can sometimes use MPNs instead. For this to work:

1. You must include both the MPN and brand attributes

2. The product must fall under one of Google's GTIN-exempt categories

3. You may need to set the 'identifier_exists' attribute to 'false'

xml

<g:identifier_exists>false</g:identifier_exists>
<g:mpn>CUSTOM-CHAIR-01</g:mpn>
<g:brand>My Furniture Company</g:brand>

Common MPN Issues and How to Solve Them

Issue 1: Inconsistent MPN Formats

Some manufacturers use different MPN formats across their documentation. Always verify the MPN from multiple sources to ensure accuracy.

Issue 2: Missing Brand Information

If you include an MPN without the brand attribute, Google can't properly identify your product. Always pair MPNs with the correct brand.

Issue 3: Using SKUs as MPNs

Your internal SKUs are not the same as MPNs. Don't substitute your own inventory codes for actual manufacturer part numbers.

Issue 4: Inconsistent Capitalization or Formatting

Some MPNs contain a mix of letters, numbers, and special characters. Maintain the exact format provided by the manufacturer, including hyphens and capitalization.

Best Practices for MPN Management

1. Create a Product Information Database: Maintain a central repository of all your product identifiers, including MPNs, GTINs, and brands.

2. Regular Verification: Periodically verify that your MPNs are still accurate, especially when manufacturers update their product lines.

3. Be Consistent Across Channels: Use the same MPNs across all sales channels for easier inventory management.

4. Work with Suppliers: Establish a process with your suppliers to always receive the correct MPNs for new products.

Conclusion

While MPNs might seem like just another technical requirement from Google, they play a vital role in the proper identification of your products, especially when GTINs aren't available. By understanding what MPNs are, how to find them, and how to correctly implement them in your Merchant Center feed, you'll improve your product data quality and reduce disapprovals.

Remember that accurate product identifiers, including MPNs, are fundamental to success on Google Shopping. Taking the time to get these details right will pay dividends in improved visibility and performance for your shopping campaigns. Having trouble managing your shopping feed - Contact Us