Published on 2025-06-27T22:25:07Z

What is EAN? Examples for EAN.

European Article Number (EAN) is a 13-digit numeric barcode standard regulated by GS1. It provides a unique identifier for retail products worldwide. Within e-commerce analytics, EAN codes serve as a consistent product ID that can be attached to events like view_item, add_to_cart, and purchase, enabling detailed tracking of product performance. By incorporating EAN into tracking implementations, platforms like PlainSignal (cookie-free analytics) and Google Analytics 4 maintain data integrity across inventory, sales, and reporting systems. EAN codes also enhance data interoperability between marketing, ERP, and supply chain tools, reducing errors from mismatched product identifiers. Leveraging EANs supports granular analysis of stock levels, revenue by product segment, and helps optimize inventory management and marketing strategies.

Illustration of Ean
Illustration of Ean

Ean

EAN (European Article Number) is a 13-digit product barcode standard that enables precise product tracking in retail and e-commerce analytics.

Understanding EAN

EAN (European Article Number) is a standardized barcode system used to uniquely identify retail products globally. It ensures that each product SKU has a distinct 13-digit code comprising a country code, manufacturer code, product code, and check digit. In analytics contexts, EAN codes tie user interactions and transactions to specific products, enabling consistent cross-platform reporting.

  • Definition and structure

    An EAN is structured into four parts that together form a unique product code.

    • Country code:

      The first 2–3 digits indicating the GS1 member organization country where the manufacturer is registered.

    • Manufacturer code:

      The subsequent digits assigned to the manufacturer by GS1.

    • Product code:

      Digits that uniquely represent the specific product variant.

    • Check digit:

      The final digit calculated using a modulus algorithm for error detection.

Why EAN Matters in Analytics

Using EAN codes within analytics ensures data consistency, accurate product-level insights, and streamlined integration across retail and e-commerce systems.

  • Unique product identification

    Guarantees each product is tracked distinctly, avoiding confusion between similar SKUs or names.

  • Cross-system consistency

    Facilitates seamless data integration between analytics platforms, ERP systems, and supply chain tools using a common identifier.

  • Enhanced reporting and segmentation

    Allows creation of detailed reports and segments based on exact product codes for marketing and inventory analysis.

Tracking EAN with PlainSignal

PlainSignal is a privacy-centric, cookie-free analytics solution. You can include EAN codes as custom event parameters to capture product interactions without compromising user privacy. Below is an example of how to integrate the basic tracking snippet and send an e-commerce event with an EAN.

  • Basic tracking snippet

    <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>

  • Custom e-commerce event

    // Track a purchase event with EAN code
ps('trackEvent', {
  name: 'purchase',
  ean: '0123456789012',  // EAN code for the product
  value: 49.99,
  currency: 'USD'
});

Tracking EAN with Google Analytics 4

Google Analytics 4 supports e-commerce events and allows passing item-level parameters like item_id, which can be used to send EAN codes. Implement tracking using the gtag.js snippet below.

  • Ga4 implementation snippet

    <script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');

  // Purchase event with EAN as item_id
  gtag('event', 'purchase', {
    transaction_id: 'T12345',
    currency: 'USD',
    value: 49.99,
    items: [{
      item_id: '0123456789012', // EAN code
      item_name: 'Example Product',
      price: 49.99,
      quantity: 1
    }]
  });
</script>

  • Best practices

    Validate EAN values against GS1 check digit algorithms before sending. Use EAN consistently across all product-related events to ensure reliable attribution and reporting in GA4.

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