Connect your venue to Google Things to do and reach millions of people searching for experiences on Google Search, Maps and Ads. This integration helps your venue stand out when guests search for things to do nearby and allows them to book directly through your ROLLER Payments checkout.
This guide explains how to activate the integration, prepare your products and confirm your listings appear correctly on Google.
Before you begin
- To activate the Google Things to do integration, you must be the Account Owner contact for your venue in ROLLER. If you’re not, speak to the Account Owner to activate it.
- Your ROLLER products must meet the Google Things to do policy standards. These standards ensure your experiences are eligible to appear across Google’s travel and activity listings.
- Your product images must meet Google's image quality and formatting rules. These images help your experiences stand out across Google Search, Maps and Ads.
Set up your Google Things to do integration
1. Activate the integration
The Account Owner contact must log into ROLLER to activate the integration.
- In Venue Manager, go to Settings > Integrations > Channel partners.
- Select the Google Things to do tab.
- Select Activate feature.
- Read through the terms of use, then select Agree and activate.
Once activated, ROLLER securely connects your venue data to the Google Actions Center, which manages and reviews listings before they appear publicly.
2. Enter your venue location
To sell on Google things to do, you must enter your venue location. This creates a Place ID which links your ROLLER venue to a physical location on Google Maps.
This ensures your listings appear in the right location when guests search nearby activities.
To capture your venue location:
- In Venue Manager, go to Settings > Integrations > Channel partners.
- Select the Google Things to do tab.
- Enter your venue’s name and address exactly as it appears on Google Maps.
- Select the correct location from the dropdown.
- ROLLER displays your address and Place ID.
You can update this at any time by selecting the address search bar and entering a new address.
3. Configure your ROLLER products and checkout
Google Things to do only shows ticketed experiences that include clear admission. It doesn’t support memberships, gift cards, party bookings or merchandise.
Google accepts experiences that guests can book directly, such as:
- General admission or day passes (e.g. “Adult Entry Ticket”)
- Session-based experiences (e.g. “Morning Jump Session”)
- Tours or attractions linked to a point of interest (e.g. “Observation Deck Entry”)
- Packages that include admission and extras (e.g. “Admission + Lunch Combo”)
To show a product on Google Things to do:
- From Venue Manager, select Products.
- Select a product from the list, or create a new product.
- Scroll down to Additional options, and select Google Things to do.
- Select the specific Product variation to send to Google. This must be an Adult variation — this acts as an anchor product, and guests can select other variations when they land on your checkout page.
- Select the Checkout page Google sends your guests to — this must be a ROLLER Payments checkout.
- Select Save when you’re done.
Make sure your chosen products meet Google Things to do’s image quality and site policy requirements.
4. Submit your feed to Google
After you configure your location and products, ROLLER automatically generates and submits your feed to Google for review.
Google manually checks each listing to confirm it meets policy and data quality standards. The first time you add products, Google will take some time to process and review them.
When approved, your products will appear across Google’s Things to do surfaces, such as:
- Google Search (“things to do near me” results)
- Google Maps (attraction pages and ticket options)
- Google Ads (if you choose to run paid campaigns)
If any feed submissions fail, you’ll receive an email from ROLLER support letting you know, so you can make adjustments before resubmitting.
Make sure your chosen products meet Google Things to do’s image quality and site policy requirements to avoid this happening.
Test your integration
As Google processes your products, you may need to wait a short while before your feed goes live. After your feed is live, it’s a good idea to check that everything works as expected.
Search for your venue on Google and confirm:
- Your listings show the correct name, price and description across all Google surfaces — including the Admissions panel and the See tickets button
- The Book or Buy tickets button takes users to the right ROLLER checkout page
- Venue Manager reports show revenue linked to Google Things to do
If something doesn’t look right, check your product setup and feed status in the integration page before contacting support.
Troubleshooting and FAQs
My products aren’t appearing on Google. What should I check first?
Confirm that enough time has passed for your feed to process, then check your email for any messages from ROLLER Support about a feed failure. If you haven’t heard from us and your feed still doesn’t seem right, reach out to our team so we can take a closer look.
How long does Google take to approve listings?
Feed approval can take up to five business days, depending on Google’s review volume. During this time, listings are reviewed manually to ensure accuracy and compliance with Google’s content policies.
Can I include add-ons or upsells in my Google listings?
No. Google only supports direct, bookable experiences. Add-ons like food vouchers, lockers or merchandise can still be offered in your ROLLER checkout after the guest clicks “Book.”
Why does only my Adult ticket appear in the listing?
Google requires a single “anchor” ticket to represent your product, and this must be the Adult variation. Guests can select child or concession tickets later in your ROLLER checkout.
Can I run Google Ads campaigns using my feed?
Yes. Once your feed is live, you can connect your Google Ads account to ROLLER’s Actions Center. This allows you to use your Things to do listings in paid campaigns and track performance directly in Google Ads.
Is there a cost to use the integration?
The Google Things to do integration is free for all ROLLER Payments customers. Standard ROLLER subscription fees apply, but there are no additional Google commission costs for direct bookings through your checkout.
What if my venue’s Google Maps listing isn’t accurate?
The venue location you enter when setting up Google Things to do must match your real-world venue listing. If your location details on Google Maps are incorrect or missing, update them in Google Business Profile before linking your venue location in ROLLER.
Can I see how my feed performs?
Yes. Once your products are live, performance metrics, like impressions and clicks, are available in Google’s Actions Center.