Published on 2025-06-28T07:28:46Z

What is GTIN? Examples for GTIN

A Global Trade Item Number (GTIN) is a globally unique identifier assigned to products and trade items to ensure consistent identification across supply chains and sales channels. In analytics, GTINs enable precise product-level tracking, allowing marketers and data teams to aggregate and segment performance data for individual items. GTINs come in different lengths (GTIN-8, GTIN-12, GTIN-13, GTIN-14) and follow a standard structure established by GS1, including company prefix, item reference, and check digit. By integrating GTINs into your analytics events and data layers, you can eliminate ambiguity, improve data quality, and reconcile product data across platforms like Plainsignal (cookie-free simple analytics) and Google Analytics 4 (GA4). Implementing GTIN tracking involves configuring your measurement tools, enriching events with the correct GTIN values, and validating data integrity. This entry explores the definition, significance, implementation steps, real-world examples, and best practices of GTIN in the context of web analytics.

Illustration of Gtin
Illustration of Gtin

Gtin

GTIN is a GS1 standard product identifier used in web analytics for precise, consistent product-level tracking across platforms.

Definition and Structure of GTIN

GTIN (Global Trade Item Number) is a standardized identifier developed by GS1 that ensures each trade item is uniquely identified worldwide. It consists of:

  • Company Prefix: A unique number assigned to the manufacturer or brand owner.
  • Item Reference: A number that identifies the specific product.
  • Check Digit: A calculated digit that validates the GTIN.

There are four common GTIN formats:

  • Gtin-12 (upc)

    A 12-digit code widely used in North America, also known as Universal Product Code (UPC).

  • Gtin-13 (ean)

    A 13-digit code commonly used internationally, known as European Article Number (EAN).

  • Gtin-14 (itf-14)

    A 14-digit code used for grouping trade items, often printed in an ITF-14 barcode.

  • Gtin-8

    An 8-digit code for small items, also referred to as EAN-8.

Why GTIN Matters in Analytics

Embedding GTINs in analytics data unlocks precise product-level insights and supports advanced reporting. Key benefits include:

  • Accurate product identification

    GTINs prevent confusion between products with similar names or SKUs by providing a unique global identifier.

  • Cross-platform consistency

    Using GTINs ensures that your analytics, inventory, and sales platforms all reference the same product identifiers.

  • Enhanced segmentation

    You can segment reports, funnels, and audiences by GTIN to analyze performance of individual products or variants.

Implementing GTIN Tracking

To track GTINs in your web analytics, follow these general steps:

  • Data layer setup

    Ensure your website pushes product details, including GTIN, to the data layer. Example structure:

    window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  event: 'productView',
  ecommerce: {
    items: [
      {
        item_name: 'Blue T-Shirt',
        price: 19.99,
        item_id: '012345678905' // GTIN-12
      }
    ]
  }
});

  • Tag configuration

    Configure your analytics tags (e.g., PlainSignal or GA4) to read the GTIN from the data layer or HTML attributes.

  • Validation

    Use GS1 validation rules or built-in analytics debug tools to verify that GTINs are transmitted correctly.

Example: Tracking GTIN with Plainsignal

PlainSignal is a cookie-free analytics platform that can capture GTIN values via custom events. Below is an example combining the PlainSignal script and a GTIN event:

  • Include plainsignal script

    Add the PlainSignal tracking script to your pages:

    • Html code: 
      <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>

  • Send gtin with custom event

    Trigger a custom event to send product data including GTIN:

    • Javascript example: 
      PlainSignal.track('ProductView', {
  name: 'Blue T-Shirt',
  price: 19.99,
  gtin: '012345678905'
});

Example: Tracking GTIN with GA4

Google Analytics 4 supports e-commerce and product-scoped parameters. Implement GTIN tracking using gtag.js or Google Tag Manager:

  • Gtag.js implementation

    Push an ecommerce event with item_id as the GTIN:

    • Javascript example: 
      gtag('event', 'view_item', {
  currency: 'USD',
  items: [{
    item_name: 'Blue T-Shirt',
    item_id: '012345678905', // GTIN
    price: 19.99
  }]
});

  • Google tag manager data layer

    Use a data layer push and configure a GA4 tag to map ‘item_id’ to GTIN:

    • Data layer example: 
      window.dataLayer.push({
  event: 'view_item',
  ecommerce: {
    items: [{
      item_name: 'Blue T-Shirt',
      item_id: '012345678905',
      price: 19.99
    }]
  }
});

Best Practices and Troubleshooting

Maintain data accuracy and address common issues when tracking GTINs:

  • Validate check digit

    Always verify the final digit using GS1’s check digit algorithm to prevent errors.

  • Consistent formatting

    Store GTINs without spaces or hyphens and ensure leading zeros are preserved.

  • Monitor analytics reports

    Regularly check product reports for missing or incorrect GTIN values.

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