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What is MPN for Google Shopping?

Written by Ben Culpin, Posted on May 20, 2019
(Last Updated: June 09, 2020)

Manufacturer Part Numbers (MPNs) are a manufacturer-assigned, unique, alphanumeric value that is used to identify a product among other products from the same manufacturer.

The same as with GTINs, providing MPNs values for your Google product feeds may seem a labor intensive task - but in this short article we'll look at a  few easy ways to get hold of your product MPNs.

Your audience might even be searching Google Shopping for specific MPNs, so providing these makes sure your products are shown when it matters most. 

When should you provide MPNs? 

For Google Shopping, it is a requirement  for all products without a manufacturer-assigned GTIN to have brand and MPN included instead.

But if you already have a list of your product MPNs, you can add greater relevancy to your Google Shopping listing by providing them - even when that feed requirement is only optional.

The same as GTINs - some products like custom-made or homemade might not have specific MPNs, in which case you cannot provide them.

If you are in doubt, use a web-crawl tool to search for missing values like GTINs (EAN) or MPNs at any time you need. 

Below is an example from Google of how a typical MPN may look:

google MPN example

If you stock products which have multiple variations (color, gender, material, etc), each of these will usually have its own MPN.


Why should you use MPNs?

There are some categories with which MPNs can add great value. For example, white goods, electronics or building supplies can all be categories in which your customers might be searching for specific MPNs.

Let's take a look at the example below from Google. 

With an electronic gadget like a Chromecast, a shopper is more likely to browse around, maybe checking out physical stores first in order to find out options, pricing, etc. 

Once they've reached a decision on the one they want, they may well search by specific MPN for the exact Chromecast. 

Now, if you've included the MPN for your product that matches their exact query, guess whose Google Shopping listing will be ranking as #1 for that shopper? 


google chromecast MPN

So although only optional for many channels, including MPNs can give you extra discoverability value by providing an edge over your competitors that haven't gone to the effort you have. 


Going after missing values like MPNs

Don't know how to access your product's MPNs? Unsure if some of your listings will have unique part numbers?

That's why WakeupData provide an on-demand web crawler which can extract any missing data you might need from across the web. And that doesn't just go for MPNs or GTINs - grab tags, styles scripts - you name it, our web crawler will go after it!


Find out more about how to optimize your Google Shopping feed, or talk to our experts to find out about how you can get truly high-performing results for your online sales campaigns today. 


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Topics:tips & tricksHow to sell on Google ShoppingGoogle AdsProduct Feed Optimization