Google launches tool to simplify Enhanced Conversions setup

Google rolled out a Chrome extension designed to help advertisers troubleshoot their Enhanced Conversions setup called EC Assist.

Why we care. Enhanced Conversions are crucial for improving Google Ads performance, but setting them up correctly can be a challenge.

How it works:

  1. Advertisers install the EC Assist Chrome extension
  2. They run a test conversion on their website
  3. EC Assist identifies potential issues and suggested next steps

Between the lines. This tool reflects Google’s efforts to make advanced advertising features more accessible to a broader range of users.

What advertisers think. We first spotted this update on Head of PPC, Scott Carruthers’ LinkedIn

Screenshot 2024 07 05 At 19.33.12

I ran a poll on X to gauge how challenging people are finding setting up Enhanced Conversions. Not everyone finds it cumbersome. The amount of complexity is related to the architecture of a website, according to several sources. Boris Beceric and Rob P commented on X:

Screenshot 2024 07 05 At 19.27.38 EditedScreenshot 2024 07 05 At 19.27.38 Edited

The big picture. Enhanced Conversions allow advertisers to send hashed first-party conversion data to Google, powering tools like Smart Bidding, for better ad performance.

Where to get it. The EC Assist Chrome extension is available for download now.

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About the author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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