ROLLER + Google Things to do integration – Help Center

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 checkout.

This guide explains how to activate the integration, prepare your products and confirm your listings appear correctly on Google.

To connect with Google Things to do, your venue needs to be using ROLLER Payments.

Before you begin

To successfully 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 make sure your experiences are eligible to appear across Google’s travel and activity listings.
Google Things to do only shows ticketed experiences that include clear admission. In ROLLER, this means only session passes and standard products are supported. Each product can only have one variation linked — this should be the Adult or general admission variation.
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. Once connected, you can upload an image specifically for Google Things to do in your product settings.
Your checkout page or product description must clearly identify your venue as the operator of the experience listed on Google Things to do.

Set up your Google Things to do integration

Complete the steps below to connect your venue to Google Things to do and start showing your experiences across Google Search, Maps and Ads.

Google Things to do supports two connection types: POI Admissions & Experiences and the operator booking module. This guide covers POI Admissions & Experiences, which applies to most venues. If your venue needs the operator booking module, contact the support team and ROLLER will configure this for you.

1. Activate the integration

Complete the steps below to connect your venue to Google Things to do and start showing your experiences across Google Search, Maps and Ads.

The account owner contact must log into ROLLER to activate the integration.

From Venue Manager, go to Settings > Integrations > Channel partners.
Select the Google Things to do tab.
Select Activate feature.
Read through the supplementary terms, then select Accept terms to continue.

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:

From Venue Manager, go to Settings > Integrations > Channel partners.
Select the Google Things to do tab.
In the Venue location field, search for your venue's address or name.
In the Google Business Profile name field, enter the business name shown exactly on your Google Business Profile.
Select the correct location from the dropdown. Choose the Google-listed point of interest (POI) for your venue, not just the street address.
ROLLER displays your address and Place ID.

If the correct result doesn’t appear, confirm you’re searching using your venue’s Google-listed business name and select the matching Google-listed point of interest (POI).

You can update this at any time by selecting the location search bar and searching again.

3. Configure your ROLLER products and checkout

Google Things to do only shows ticketed experiences that include clear admission.

In ROLLER, only session passes and standard products are supported by Google Things to do. 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 (eg "Adult Entry Ticket")
Session-based experiences (eg "Morning Jump Session")
Tours or attractions linked to a point of interest (eg "Observation Deck Entry")
Packages that include admission and extras (eg "Admission + Lunch Combo")

To show a product on Google Things to do:

From Venue Manager, select Products.
Select a session or standard pass product from the list, or create a new product.
Scroll down to Additional options, and select Google Things to do. The Sell via Google Things to do option only appears in product settings after you've activated the integration and accepted the terms.
Select a single Adult or general admission Product variation to send to Google. Family packages or multiple variations per product are not supported.
Select the checkout Google sends your guests to from the drop-down. ROLLER automatically selects your primary online checkout, but you can choose a different one from the dropdown. The checkout link goes directly to the selected product, not to your main checkout home page.
Select Ticket includes general admission if the ticket grants access to the whole venue (eg a day pass or entry ticket). Leave this unticked if the ticket is for a specific experience only (eg a ropes course session).
Optionally, select Image override to replace the default product image with one optimized for Google. Select Learn more to view Google's image requirements before uploading.
Select Save when you’re done.

Once saved, return to Settings > Integrations > Channel partners > Google Things to do to confirm your product appears in the integration page. A Google logo appears alongside the product in your checkout to show it’s linked to Google Things to do.

Make sure your product content meets Google’s review requirements:

Use images that meet Google’s image quality and site policy requirements.
Make sure the product description clearly identifies your venue.
If your checkout does not already show the operator name, add wording such as “Provided by [Venue name]” or “Operated by [Venue name]” in the product description so guests can clearly see who they’re booking with.

If Google rejects a product, review the product image, description, and operator details, then update the product and submit it again.

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.

Removing a product from your checkout

Once a product is linked to Google Things to do, a Google logo appears alongside it in your linked checkout.

If you remove the product from your checkout and save, you'll be prompted to confirm. Selecting Continue removes the product listing from Google Things to do.

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 should be the Adult or general admission 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 the Google 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 the Google-listed point of interest (POI) for your venue. When registering your Place ID, searching by your business name is usually more reliable than searching by street address alone.

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.

Why was my product rejected or sent back for changes?
Google may require changes if your product content doesn’t clearly explain the experience being sold. This can include missing operator details. If your checkout page doesn’t already show who the experience is provided or operated by, add this to the product description so guests can clearly identify the operator when they land on the purchase page.

Learn more

Manage staff accounts and key venue contacts — Find or update your account owner contact.
Google Things to do — ROLLER partner directory — Overview of the integration.
Things to do official site policies — Google's content and eligibility requirements for listings.
Image and photography guidelines — Specifications for product images submitted to Google Things to do.
Title and description guidelines — How to write product titles and descriptions that meet Google's standards.
General optimizations — Tips for improving how your listings appear across Google surfaces.