Organizer FAQ: How Google Events integration works with Showpass
The Google Events Integration allows Showpass Organizers to automatically list eligible ticketed events on Google Search and Google Maps, boosting discoverability for concerts, sports games, comedy shows, and arts performances.
With minimal setup, your events can appear in search results when users search for venues, performers, or event types—making it easier for ticket buyers to find and purchase tickets.
To set up individual events correctly, see: Organizer guide: Setting up events for Google Events integration.
Benefits of using Google Events
- Increased visibility: Events appear directly in Google Search or Maps.
- Automatic syncing: Once set up correctly, your events sync automatically with Google.
- Enhanced marketing: Supports discoverability without extra advertising spend.
- Streamlined experience: Ticket buyers can find event details and purchase links directly in Google results.
Eligibility criteria
To be listed through Google Events, your event must meet the following requirements:
- Status: Active
- Visibility: Public
- Time: Future end date/time
- Category: Must include an appropriate category and entities (e.g., artist, team, show name)
- Password protection: Not supported
- Location name: Must match exactly with Google Maps
Where events display: Artist vs. Venue Panels
- Artist Panel: Events appear when users search for a performer or team. (Available in US & Canada)
- Venue Panel: Events appear when searching for a venue. Currently available only for US venues.
Note for Canadian Organizers:
Artist-linked searches work in Canada, but venue-linked displays are currently restricted to the US. Be sure to include artist information to improve event visibility.
How it works
Once your event setup is complete and all requirements are met, your event will automatically be included in the nightly data sync to Google. Listings will appear in both Google Search and Google Maps results:
Google Search View
When users search for a performer, team, or venue, your event may appear in an event carousel or artist panel. This allows potential attendees to see details and purchase tickets directly from search results.
Google Maps View
Searching for a venue in Google Maps will show a list of upcoming events at that location, allowing ticket buyers to discover your event while exploring places nearby.
Google Events vs. Google Things to Do
| Feature | Google Events | Google Things to Do |
|---|---|---|
| Event types | Concerts, sports, theatre (ticketed) | Attractions, tours, local activities |
| Ticket requirement | Yes | No |
| Link type | Direct ticket purchase | Activity info or bookings |
Learn more about Google Things to Do integration.
Troubleshooting
My event isn’t showing up on Google. Why?
- Ensure the event status is set to Active and visibility is Public.
- Confirm all required fields are filled, especially category and artist/venue names.
- Check that the event location matches exactly with Google Maps.
- Venue panel visibility is only supported for US-based venues.
Ongoing updates
Google is still testing and expanding the reach of this integration. Features may vary by region and continue to evolve. We'll keep this article updated as new functionality becomes available.
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