Google Things to do shows tickets, tours and activities on Google Search and Google Maps, where travelers look for what to do. When someone searches for an attraction, a destination or an activity, Google can show your products with their price, photos and rating, and send the traveler straight to your booking page. Google Things to do helps you "reach millions of people who do travel-related searches on Google each day". To learn more about Google Things to do visit https://support.google.com/google-ads/answer/10723429

This connection enables you to show your Ventrata products on Google in a more automated way, eliminating the need to build and maintain your own product feed. Capabilities of this connection allow you to:

Sync product content, prices and locations from Ventrata to Google every hour.
Show your products for free in Google's attractions booking module, experiences module and operator booking module.
Send travelers to your own checkout, so every booking is a direct booking paid to you.
Run paid Things to do ads from your own Google Ads account, using the same product feed.

📒 NOTE
Google is not a reseller. Google does not sell your products, take bookings or charge commission. It shows your products and links travelers to your booking page. Free listings cost nothing, and Things to do ads are paid through your own Google Ads account.

You're using a best-in-class Google Things to do connection

Google has approved Ventrata as a Things to do connectivity partner and "strongly recommends" approved partners over building your own feed, so your products appear on Google Search and Maps without extra work or cost.

Google Things to Do Approved Connectivity Partner

Ventrata has been a Google-approved Things to do connectivity partner since 2022 and sends your live availability and pricing directly to Google. Learn more

🔐 Required Role Permissions: See Connections, Modify Connections, See Products, Modify Products

Creating Connection

Prerequisites:

You must have Google Things to do created as a Reseller in Ventrata. We recommend 0% commission and a name such as "Google Things to do", so you can filter Google bookings in your reports.
Your products must be available for sale on the Web Checkout you will use for this connection.
Your products must have the minimum required content completed, including a title, long description and gallery images.
Your products must have an address with a Google Place ID: the product, operator, destination or supplier address, as applicable (see Business Address and Google Business Profile).
Your products must have an itinerary with all points of interest the product visits or includes entry to (see Itineraries and Points of Interest).

📗 TIP
A verified Google Business Profile is not required, but we recommend it: it gives your products their rating and lets them appear on your own listing in the operator booking module.

‼️ IMPORTANT
Use only one connectivity provider for Google Things to do. If another system (for example your previous booking system) also sends the same products to Google, ask it to remove them from its feed, as duplicate products cause price and content conflicts.

In the Ventrata Dashboard, go to Connections > Connections.
Press the + New Connection button, and select 'Google Things to do' from the list of partners.
Select the Web Checkout to use. Google takes your prices from it and, unless you set your own landing pages, links travelers to it.
Select your Google Things to do reseller (must be created before creating the connection). The connection inherits the reseller's configuration, like allowed destinations and products.
(Optional) Enter your Google Ads Customer ID if you plan to run Things to do ads (see Linking Google Ads).
(Optional) Allow/disallow products or destinations on the connection level to choose exactly what is sent to Google.
📗 TIP
Only include products that are ready, with complete content, a correct adult price and an itinerary. You can add or remove products at any time (see How to Use the Allow/Disallow Settings).
Save the connection.

There is no separate approval step. Your products are included in the next hourly upload, and Google then processes and reviews them. Processing takes up to 24 hours; Google's review of new products can take from a few hours to two or three weeks.

Minimum Required Content

Google Things to do takes your product content from Ventrata automatically and does not provide an interface to edit it. To meet Google's feed requirements and get the best possible display, check that the following information is completed in your Ventrata Dashboard. Text is sent in every language you have translated; English is required.

Content	How Google uses it	Where to edit in Ventrata
Product Title	Product name on Google. Must match the title on your landing page exactly. Keep it short (ideally under 50 characters), without promotional wording, emojis or "Official". See Google's title guidelines.	Product Settings → Title (different from Internal Name)
Product Long Description	Full product details. Required for the experiences module. Describe literally what the traveler gets, without marketing claims or warnings.	Product Settings → Long Description
Highlights, Inclusions, Exclusions	Shown as highlights, "What's included" and "Not included".	Product Settings → Highlights, Inclusions, Exclusions
Product Gallery Images	Image carousel. At least 1 photo is required and we recommend 3 or more, JPG or PNG between 300 × 300 px and 4000 × 4000 px, without text, logos, borders or collages. See Google's image guidelines.	Product Settings → Gallery Images (cover image and banner are not sent)
Address (required)	Links the product to your Google Business Profile for its rating and the operator booking module. See Business Address.	Product Settings → Address, or operator, destination or supplier address
Itinerary (required)	Points of interest where the product appears, whether entry is included, categories and official status. See Itineraries and Points of Interest.	Products → Itineraries
Option Title and Description	Choices within a product (up to 20). Titles must differ within a product.	Option Settings → Title, Description
Price	Adult "from" price, the same as your Web Checkout shows, in your checkout currency including all taxes and fees. See Google's price policy.	Adult unit (or first unit): base price, or the first fare if there is no base price
Duration	How long the experience lasts.	Option Settings or Product Settings → Duration (not sent if Hide Duration is on)
Landing Page	Where "Book" sends the traveler. See Landing Pages.	Product Settings → Miscellaneous, or your Web Checkout by default
Confirmation and Ticket Type	"Instant confirmation", "Mobile ticket" and "Print at home" labels.	Product Settings → Operator Confirmation Required, Barcode Symbology

📒 NOTE
Short Description, FAQs, redemption instructions, cancellation policy, reviews, availability, child and other unit prices, promotions and strike-through prices are not sent to Google. Ratings come from Google Maps, and travelers choose a date on your landing page.

Google Things to do Modules

Google calls the places where Things to do products appear modules. One Ventrata feed powers all of them, and Google decides where each product appears based on its type and locations. Google may also show your products on other Google surfaces, including features it is testing. See Google's module overview.

Module	Where it appears	Which products qualify
Attractions booking module 🟢 FREE	The Google Search and Maps listing of an attraction, comparing entry ticket prices from the official seller and other sellers.	Entry tickets and passes, with Admission Included on the attraction in the itinerary. Small extras such as skip-the-line or an audio guide are fine.
Experiences module 🟢 FREE	Listings of attractions and destinations, and searches such as "food tours in Lisbon".	Tours and activities, with or without entry, linked to the attractions they visit. Free-entry attractions also appear here.
Operator booking module (OBM) 🟢 FREE	Your own Google Business Profile.	Your products, if your Business Profile is verified, in an eligible category and matched to your Ventrata address.
Things to do ads 🟠 PAID	Sponsored placements on Google Search and Maps.	Products with photos and points of interest, once your Google Ads account is linked.

See examples of each module

Attractions booking module (FREE)

Experiences module (FREE)

Operator booking module - OBM (FREE)

Things to do ads

Products Google does not allow

Google does not show these, even if they are sent. See Google's content and referral experience policies.

Products priced per booking, such as a private group at a flat price (Ventrata does not send these).
Options priced only for certain groups, such as local residents. Disallow those options on your Google Things to do reseller.
Transfers and transport-only services. Tours that include transport are fine.
Overnight stays and multi-day cruises. Multi-day activities where lodging is not the focus are fine.
Virtual-only experiences, restaurant coupons and gift cards not tied to a specific activity.
Movie tickets, one-time events such as concerts or sports matches, and political listings.
Activities involving weapons, recreational drugs or tobacco, and content promoting hatred or violence.

Itineraries and Points of Interest

Points of interest (POIs) decide where your products appear. When a product is linked to a POI, Google can show it on that POI's listing on Google Search and Maps. You link products to POIs with a product itinerary: every itinerary item with an address is sent to Google. Follow How to Create Product Itineraries for Google Things to do for the step-by-step setup.

📗 TIP
For Google, only three itinerary item fields matter: Address, Purpose and Admission Included. Other fields can stay empty if you only use the itinerary for Google.

In Ventrata	How Google uses it
Itinerary item with Admission Included ticked	The product includes entry. Required for the attractions booking module.
Itinerary item without Admission Included	The product visits the place, but entry is not included, for example a square on a walking tour.
Point of Interest, Starting Point and Ending Point items	All are sent and treated as POIs. Use Starting and Ending Points only for real places the product starts or ends at.
Itinerary Categories	Sent as product categories, for searches such as "guided tours" or "family friendly". Select at least one of: Adult's Only, Audio Guided, City Cards, Family Friendly, Fast Track, Guided Tours or Self-Guided.
Itinerary Official / Operator Direct	Claims the "Official site" badge. See Official and Operator Direct.

What to Tag

Link a place only if the product gives a meaningful experience of it. See Google's location guide.

Product	Itinerary items to add	Admission Included
Museum entry ticket	The museum	✅
City pass with three attractions	Each attraction in the pass	✅ for each
Guided tour of the Colosseum with entry	The Colosseum and the Roman Forum	✅
Walking tour of the old town	The squares, streets and landmarks the tour actually visits	—
Harbor cruise	Only places the cruise stops at, not landmarks seen from the water	—

‼️ IMPORTANT
Do not tag places only seen from a distance, ticket offices, hotels or your own office. Every tagged POI must be visible on your landing page. Google treats over-tagging as an error and can disable the product.

📒 NOTE
An itinerary belongs to the whole product, so all its options share its POIs. If one option includes entry and another does not, set them up as separate products.

If an attraction is missing from Google Maps, or Google does not treat it as an attraction, your product cannot appear on its listing. Contact us and we can submit a new POI request to Google.

Business Address and Google Business Profile

Google matches every place by its Place ID, the unique ID Google gives each place on Google Maps (for example ChIJ3S-JXmauEmsRUcIaWtf4MzE). Google uses only the Place ID, not the address text. When you choose an address from the dropdown in Ventrata, the Place ID is filled in automatically. See Google's explanation of Place IDs.

Ventrata takes your rating and operator details from the first of these addresses that has a Place ID:

Product address: Products > Product > General Settings > Address
Operator address: Operator & Backend > Operator
Destination address: Destinations > Destination > Address
Supplier address: Settings > Supplier > Address

‼️ IMPORTANT
Choose your own Google Business Profile from the dropdown, with the same name and address as on Google, not a meeting point, a street address or an attraction you visit (unless you are that attraction). A wrong address shows another place's rating and keeps your products out of the operator booking module.

Resellers: to show a product on the operator's own listing, set the operator's Google Business Profile as the operator or product address.

Google Business Profile Categories

A Google Business Profile is your free business listing on Google Search and Maps. It is not required for this connection, but it is needed for your rating and the operator booking module. To create or claim one, follow Google's guide, verify it, and choose an accurate primary category. The category decides which modules your own listing qualifies for:

Your business	Typical Google categories	What your own listing qualifies for
Tour operator or activity provider	Tour operator, Tour agency, Sightseeing tour agency, Boat tour agency, Bicycle rental service, Winery, Cooking class	Operator booking module
Attraction selling its own tickets	Tourist attraction, Museum, Zoo, Aquarium, Theme park, Observation deck	Attractions booking and experiences modules
Entertainment venue	Amusement center, Performing arts theater	Usually operator booking module only

📒 NOTE
Google decides how a place is classified, and only the owner of the Business Profile can change its category. Ventrata cannot change how Google classifies a place.

Service-Area Businesses and Manual Place IDs

A service-area business hides its street address on Google, for example a tour company without an office open to the public. These businesses do not appear in the address dropdown in Ventrata.

Place IDs cannot be edited in the Ventrata Dashboard, but our team can set or correct them for you, for example for a service-area business, when the dropdown does not find the right place, or when Google has merged or moved a listing. Contact us with your Business Profile ID (found in your profile's advanced settings), Place ID or Google Maps link.

Official and Operator Direct

If you sell your own tickets or tours, Google can show an "Official site" badge on your products, and shows official tickets among the top results in the attractions booking module. You claim it on the product itinerary. See Google's official site policy.

Official: for attractions selling their own entry tickets. Tick only if you are the official ticket seller for every attraction in the itinerary.
Operator Direct: for tour and activity operators selling their own products, whose landing page is their own main booking site.

Product and seller	Official	Operator Direct
Museum selling entry tickets to its own museum	✅	—
Attraction selling a combo ticket that includes another attraction it is not the official seller for	—	—
Tour operator selling its own walking tour on its own website	—	✅
Tour operator selling its own tour that includes entry to an attraction it does not own	—	✅
Reseller, OTA or city pass selling other companies' tickets or tours	—	—
Operator whose landing page is a third-party site rather than its own main booking site	—	—

📒 NOTE
Leave both unticked if you resell other companies' products, and do not add "Official" to product titles. Google decides whether to show the badge.

Landing Pages

By default, Google links travelers to the product on the Web Checkout selected on the connection, with their language, currency and option pre-selected. The link uses your checkout domain and the product's URL Path.

We recommend linking to the product page on your own website, with your Ventrata checkout embedded. Travelers land on your brand, the page supports your search ranking, and you keep full tracking. To set your own landing pages, go to Products > Product > Miscellaneous:

Google Landing Page URL: the page for this specific product, with its price and a button to start booking.
Google Landing Page List View URL: (Optional) a page listing this product among others, such as your "Tickets" page. Google prefers it for broader searches and for Things to do ads. Leave it empty for products marked Official.

📷 Screenshot to add: Miscellaneous tab with the two Google landing page fields

📗 TIP
Add {lang}, {currency} or {option_id} to your URL, for example https://www.example.com/{lang}/tickets?currency={currency}, and Google fills them in when the traveler clicks. See Google's URL templates.

📒 NOTE
Your landing page must show the same title and price as Google, every POI in the itinerary and, for the operator booking module, your business name. Google checks landing pages and disables products that do not match. See Google's landing page guidelines.

Linking Google Ads

Things to do ads are built from the same feed as your free listings. Before you can create a campaign, your Google Ads account must be linked to Ventrata's feed:

🔗 Ventrata's Linking Account ID: 516034978

Step 1: Request the Link in Google Ads

Sign in to the Google Ads account that will run the campaigns.
Click the Tools icon and select Data manager.
Press the + Connect Product button and search for Things to do Center (it may also appear as Actions Center).
Enter Ventrata's Linking Account ID 516034978 and press Submit.

Step 2: Add Your Customer ID in Ventrata

In the Ventrata Dashboard, go to Connections > Connections and select your Google Things to do connection.
Enter your 10-digit Google Ads Customer ID, shown at the top of your Google Ads account. If you use a manager (MCC) account, enter the Customer ID of the account that sent the request, not the manager account.
Save the connection.

📗 TIP
Each connection holds one Customer ID. If you use several Google Ads accounts, create one Google Things to do connection per account, each with its own products.

Step 3: Contact Us

Google does not notify us of new link requests, so contact us with your Customer ID. We approve the link and share the products on your connection with your Google Ads account, usually within 1 to 48 hours. If it takes longer, contact us again.

‼️ IMPORTANT
Contact us whenever you add or remove products on your Google Things to do connection, so we can update the products shared with your Google Ads account. New products are not available in your campaigns until we do.

Step 4: Create Your Campaign

Once the link is approved, Ventrata's feed appears in Data manager and you can create a campaign that uses it. To advertise only some products, group them by Activity ID in the campaign's activity groups. Follow Google's guide for the current setup. Google bills your Google Ads account directly.

📒 NOTE
Things to do ads run as Travel campaigns, which Google is moving to Search campaigns for Travel; Google recommends running both side by side during the move. You or your agency manage campaigns. For campaign questions, use Google's Things to do ads support form.

Supported Capabilities

See what capabilities Ventrata supports.

Hourly Product Sync

Ventrata sends a complete copy of all products on your connection to Google every hour.

Any change you make in Ventrata is included in the next hourly upload. Google processes each upload within up to 24 hours and cannot speed this up. Products removed from the connection are removed from Google after the next upload, which can take a few days.

Multilingual Content

Content is sent in every language enabled for your supplier account or destination.

Google shows the version that matches the traveler's language, using your product translations. English content is required: products without an English version are not sent.

Pricing

Ventrata sends the adult "from" price for each option, using the same logic as your Web Checkout.

The price comes from the adult unit (or the first unit if there is no adult unit): your base price, or the first fare in your fare list if there is no base price. Google requires it to include all taxes and fees and to be bookable within the next 7 days (or 120 days if nothing is available sooner).

Managed Actions Center

Ventrata manages the Google Actions Center account for all its clients.

Google Things to do feeds are managed in Google's Actions Center. Ventrata's Actions Center account is currently only available to the Ventrata team, as it contains the data of all Ventrata clients. We upload your feed, monitor product issues, request reviews from Google, approve Google Ads links and can share reports with you on request.

Troubleshooting

My products do not appear on Google.

Allow up to 24 hours after creating the connection or adding products; Google's review of new products can take up to two or three weeks. Check that each product has an itinerary with the right POIs and the minimum required content. Results vary by traveler location and language, so not every search shows every product. If the issue persists, contact us and we can check each product's status in the Actions Center.

My products appear on my own listing or in ads, but not in the attractions booking or experiences modules.

Experiences appear on the attractions your product visits, so make sure those are in the itinerary. Google decides which modules a place qualifies for based on how it classifies that place; places listed as an amusement center, for example, qualify only for the operator booking module and ads. If you own the place, check its Google Business Profile category.

My products show the wrong rating, or do not appear on my Google Business Profile.

Check that your business address in Ventrata is your own verified Google Business Profile, not a meeting point or a street address (see Business Address and Google Business Profile). If your business is a service-area business, contact us with your Business Profile ID.

Google shows a price issue, such as "Price higher on booking page".

Check that your base price and fare order give the right adult "from" price, that it includes all taxes and fees, and that there is no strike-through price on the adult unit. If a product needs a minimum number of tickets, or an adult must book with a child, Google expects the total minimum price, which a single adult price does not show. A product with an adult price of 0 is sent as free; set the lowest real adult price as your base price.

A wrong or older price appears on Google.

Check whether another system, such as your previous booking system, still sends your products to Google. Ventrata only sends the adult price from your Web Checkout.

Google disabled a product because of its title, description or locations.

Make sure the title matches your landing page exactly, the description literally describes the product without promotional language or warnings, and the itinerary only tags places the product actually visits, all visible on the landing page. Once fixed, contact us so we can request a review from Google.

I want to send my own feed or access the Actions Center.

This is not possible. Ventrata sends your products through its own Actions Center account as your connectivity partner, and sending the same products through two providers causes conflicts. We cannot share the raw feed file, as it contains other clients' data, but we can check anything in it for you.

I want to stop selling a product on Google.

For a permanent closure, remove the product from your Google Things to do connection 24 to 48 hours before it stops being available. For a temporary closure, keep the product connected and close availability instead.

I want to track bookings from Google.

Use your Google Things to do reseller to filter Google bookings in your reports. Links to your Web Checkout include utm_source=GoogleTTD; if you use your own landing pages, add your own tracking parameters. See How to Set up GTM and GA4.

My Google Ads account cannot see my products.

Follow the steps in Linking Google Ads. Only products on your Google Things to do connection are shared, and products added later must be shared again, so contact us after any change.

Partner Information

Expand to reveal partner address and website information.

Google Things to do

Google LLC
1600 Amphitheatre Parkway
Mountain View, CA 94043
United States

Ventrata Partner ID: 825efead-8e41-4c31-a7a2-93535bece8f1

Google Things to do Connection