Overview
Google has been continuously expanding and refining its Things to Do (TTD) program, enhancing both user experience and partner visibility across search results and maps. Below is a summary of recent and upcoming updates that may impact how tours and activities are displayed, tracked, and managed.
What’s Covered in This Article
- Key Updates to Google Things to Do
- Improved Tracking & New URL Parameters
- New Partner Portal & Location Matching Migration
- Policy Changes: Allowed & Disallowed Products
- New Pricing Policy for Google Things to Do
- Travel Campaigns: New Google Ads for Things to Do
- Ads Now Available on Google Maps Mobile
Key Updates to Google Things to Do
Top Experiences Launch
- Google has expanded its "Top Experiences" carousels for 1,000+ cities on mobile search.
- Appears for "Things to Do in [City]" queries in English, French, and German.
- More languages and countries will be added soon.
Activities & Tours Carousel Now on Desktop
- Previously available only on mobile, the carousel is now available on desktop search.
- Expands exposure for tour-related queries across multiple languages.
Experiences Classification Update
- Google is refining how Admissions and Experiences are categorized for better user clarity.
- No action is required, but note:
- The ‘self-guided’ label will no longer be mandatory for eligible product options.
- The field will become optional in Google’s feed specs.
Improved Tracking & New URL Parameters
Google is rolling out new URL tracking parameters to help partners analyze traffic sources more effectively.
New Tracking Parameters
| Parameter | Purpose | Possible Values |
|---|---|---|
| Surface | Identifies where traffic originates |
search (Google Search) or maps (Google Maps) |
| Funnel | Distinguishes between navigational and categorical queries |
nav (e.g., "Eiffel Tower"), cat (e.g., "Things to Do in Zurich") |
| GOOGLE-ADS-CLICK-SOURCE | Tracks ad click sources |
tpa (travel promotion ads), tfsa (travel feeds on search ads) |
New Partner Portal & Location Matching Migration
New Partner Portal (Launching September 2024)
- Google is revamping its partner portal with improved tools for managing and optimizing feeds.
- Both old and new portals will be available during the transition.
Location Matching Updates
- Google is enhancing location accuracy by updating how locations are sourced and matched.
- The single-line address format was deprecated on May 1, 2024.
- Partners must migrate to one of two new format options:
- PlaceInfo → Supports structured fields (place name, coordinates, website, etc.).
- Business Profile ID → Uniquely identifies a business on Google.
Policy Changes: Allowed & Disallowed Products
Google is updating its Things to Do policies with stricter price display requirements and clearer eligibility rules.
Newly Allowed
✔ Vouchers redeemable for specific tickets/activities (must be clearly marked as vouchers).
✔ Recurring activities (e.g., Broadway shows, museum exhibits, holiday markets).
✔ Publicly available discounts, as long as they follow price policy rules.
Newly Disallowed
❌ Gift cards that are not tied to specific tickets or activities.
❌ Movie tickets (Google has a separate Movies integration).
❌ One-time or non-regular events (e.g., Comic-Con, concerts, festivals, UFC matches).
For more details, refer to Google’s updated policy page.
New Pricing Policy for Google Things to Do
Google is updating pricing rules to ensure that prices displayed on Google match partner websites more accurately.
| Scenario | Updated Requirement |
|---|---|
| Availability within 7 days | Price in the feed must match the price on the partner site. |
| Availability beyond 7 days (up to 120 days) | Price must be clearly identifiable and bookable on the partner site. |
These changes aim to maintain price accuracy while allowing flexibility for multi-day and seasonal tours.
Travel Campaigns: New Google Ads for Things to Do
- Google has launched "Travel Campaigns" specifically for Things to Do Ads.
- These replace older ad formats and provide better targeting for activity and tour listings.
- A setup guide is available for partners looking to use these ads.
Ads Now Available on Google Maps Mobile
- Things to Do Ads are now displayed on Google Maps (mobile app).
- This enhances visibility for place-specific queries like "bike tours near me".
Next Steps
- Review and update your feed to align with Google’s new classification and pricing policies.
- Migrate location data if still using the deprecated single-line address format.
- Monitor traffic sources using Google’s new URL parameters.
- Explore Travel Campaigns if you want to expand your paid advertising efforts.
These updates will improve tour and activity visibility, tracking, and content management across Google’s platforms. Stay tuned for further enhancements!