Do I just create my own MPNs for products I make?

Technical Q&A

Topic summary

Topic: How to handle product identifiers (MPN/GTIN/brand) for self-manufactured products in Google Shopping.

Key guidance:

  • If you have a barcode (GTIN), submit brand + MPN (if available) + GTIN and set identifier_exists to “yes.”
  • If you do not have a barcode, remove brand/MPN/GTIN and set identifier_exists to “no.” Using brand+MPN without GTIN often triggers “limited performance” warnings.
  • In some categories/countries (since June 2021), GTINs are required; obtain official GS1 barcodes if needed.

Clarifications:

  • SKU (internal stock code) is not an MPN. MPN is a manufacturer-assigned part number.
  • Adding MPNs alone will not improve Shopping campaign performance and may cause limited performance.

Shopify-specific issue:

  • The free Shopify Google channel often mis-submits identifiers, causing requests for MPN/GTIN. Fix via Google Merchant Center feed rules or use a dedicated feed app. Video guides are provided and central to the fix.

Outcomes:

  • Users plan to apply feed rules or switch apps.

Status:

  • Guidance is current; discussion ongoing. Main action: set identifier_exists to “no” when no GTIN, or obtain GS1 GTINs where required.
Summarized with AI on December 15. AI used: gpt-5.
14

In your case @KreativDesign , if you don’t want to have the limited performance warning, then make sure to remove, brand, mpn and gtin values, and set identifier exists to no.

As to why, because it’s how Google’s policies operate. If you want to learn in more details:

More info:
https://support.google.com/merchants/answer/6324351
https://support.google.com/merchants/answer/6324461
https://support.google.com/merchants/answer/6324482
https://support.google.com/merchants/answer/6324478

And make sure that a lot of actions, are not only policy related, but also experience related. Meaning over 15 years of experience, I suggest the below.

By following the video below, will negate your concerns: