Google Events Integration: Overview

What is Google Events?

The Google Events Integration allows Showpass users to automatically list their events on Google Search and Google Maps, increasing visibility and making it easier for potential ticket buyers to discover your events. Whether it’s a music concert, sports game, comedy show, or arts & theatre performance, this integration automatically presents your events to a wider audience.

When eligible, your events will appear directly in search results or on maps when someone searches for an artist, performer, venue, or activity type. This seamless integration helps you enhance event discoverability, streamlining the path from search to ticket purchase.

To learn more about configuring your event set up to integrate with Google Events, click here. 

Benefits of the Google Events Integration

Increased Visibility: By listing your events directly on Google Search and Google Maps, your events become easily discoverable by a wider audience. Users can find your event simply by searching for related activities, locations, or performers.

Automatic Updates: Once your event is set up with the correct information, including location and details, your events will automatically appear in Google search results. 

Enhanced Marketing Capabilities: This integration provides a powerful new channel for promoting events, complementing existing marketing efforts and improving overall campaign effectiveness.

Seamless User Experience: The integration ensures that your events are consistently up-to-date across all Google platforms. Your event listings will be automatically updated and presented correctly on Google Search and Google Maps, ensuring potential attendees always see the latest details.

Eligibility Requirements

For your event to integrate with Google Events, it must meet the following criteria:

• Active Status: The event must be active.
• Visibility: The event must be public.
• Future End Time: The event must end after the current time.
• Proper Category: The event must have the correct category and relevant entities (e.g., music events must include artist details).
• No Password Protection: Password-protected events are not supported.

Be sure that the name of your event location exactly matches the name as it appears on Google Maps. If the location names differ, the event may not sync correctly with Google Events.

Event Display Options: Artist Panel vs. Venue Panel

Google organizes event listings into two distinct panels, depending on how users search:

Artist Panel: If your event is tied to a specific performer (e.g., a comedian or musician), it will appear in the Artist Panel when users search for that artist. Example: Searching for "Shania Twain" displays her upcoming events. Available in Canada and the US.

Venue Panel: If your event is tied to a specific location, it will appear in the Venue Panel when users search for that venue. Example: Searching for "Big Four Building" shows events happening at that venue. ⚠️  Currently, this feature is only available for venues in the United States.

Key Points for Canadian Event Organizers

While the Artist Panel is operational, the Venue Panel is restricted to US-based venues only.

For example:

• A concert at the Big Four Building in Calgary will appear in Google Search only if users search for the performing artist.
• If they search for the venue (Big Four Building), the event will not appear due to the current limitations of Google’s Venue Panel integration.

If your events are venue-specific and located outside the US, we recommend ensuring your artist information is accurate and detailed to maximize discoverability through the Artist Panel. 

How It Works