A set S of vertices of a graph G is a geodetic set if every vertex of G lies in at least one interval between the vertices of S. The size of a minimum geodetic set in G is the geodetic number of G. Upper bounds for the geodetic number of Cartesian product graphs are proved and for several classes exact values are obtained. It is proved that many metrically defined sets in Cartesian products have product structure and that the contour set of a Cartesian product is geodetic if and only if their projections are geodetic sets in factors. 2000 Mathematical Subject Classification: 05C12