Organizer guide: Setting up events for Google Events integration
Showpass integrates with Google Events to help ticket buyers discover events directly through Google Search. To ensure your event is eligible and properly formatted for Google Events, follow the detailed steps below based on the event category.
For broader visibility (e.g., for tours or non-ticketed experiences), see our guide on Google Things to Do.
General setup tips
- Your event must have a complete venue address.
- Use supported categories and fill out all required fields listed below.
- Once submitted, your event will be pushed to Google Events in the nightly sync process.
Music and concert events
- Category: Select Music.
- Headliner(s): Search and select the artist(s) via the MusicBrainz database.
- Supporting artist(s): Optional, also pulled from MusicBrainz.
- If an artist is not listed, add them manually to MusicBrainz.
Sports events
- Category: Select Sports.
- Home team: Search and select from system.
- Away team: Select the opponent.
- + Add Team: If needed, enter team name, location, sport, and optional website.
- Tags: Tag the teams in the "Tags" section to boost discoverability.
Comedy events
- Category: Select Comedy.
- Headliner(s): Search and select the main comedian(s).
- Supporting comedians: Optional.
- + Add Comedian: Enter their name manually if not found.
Arts and theatre events
- Category: Select Arts & Theatre.
- Name: Select the title of the show (e.g., play, ballet, musical).
- + Add Show: Enter the show name manually if not listed.
FAQs and troubleshooting
What if my event isn’t appearing on Google?
Ensure all required fields are filled in and saved. Check that the category, performers/teams, and location are valid and complete. Incomplete or incorrectly formatted events may not be submitted.
How long does it take for events to appear?
Eligible events are submitted to Google nightly. Changes may take up to 24–48 hours to reflect.
Can I edit events already submitted to Google?
Yes. Edits in Showpass are re-synced in the next nightly update.
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