Google Tag Manager MCP

Google Tag Manager MCP

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A1 Google Tag Manager MCP lets an AI app inspect and manage Google Tag Manager containers in plain language. See what fires on a page, work with tags, triggers and variables in a draft workspace, then deliberately compile and publish a version when you are ready.

It connects to the Google Tag Manager API v2 through your Google account. The difference from asking an AI to guess a GTM setup is that it works with the actual container, workspace and version you choose.

• 19 tools. 10 operations only read GTM data; 4 create drafts or change built-in variables; 5 can alter, delete, compile or publish live configuration.
• Draft first. Tags, triggers and variables are created in a workspace. Publishing is a separate, explicitly destructive operation.
• Quota-aware. GTM permits 0.25 requests per second per project; the server spaces requests by at least 4.2 seconds instead of overwhelming the API.
• Your Google access. The server uses your OAuth credentials and requests only the Tag Manager scopes needed for reading, editing, versioning and publishing.

Start with a read-only question:

Which tags in my containers fire on the page-view trigger?

Connect the server · Explore use cases · Open technical documentation

See it work in a minute

You: List my GTM containers and show which tags fire on page view.

Assistant: Lists the containers, their workspaces, relevant triggers and the tags attached to them. Nothing changes.

You: In the Default Workspace of GTM-ABC123, prepare a GA4 configuration tag for measurement ID G-XXXXXXX on all pages.

Assistant: Shows the workspace, proposed tag and trigger configuration, then asks for confirmation before creating the draft.

You: Confirm the draft.

Assistant: Creates the tag in the workspace. It does not publish the container; compiling and publishing a version remains a separate step.

Contents

• Quick start
• What you can ask it to do
• How GTM changes are connected
• What can change
• Getting access
• Configuration
• Data and telemetry
• Limits and background work
• Technical documentation
• Support

Quick start

You need Node.js 20+, a Google account with access to a GTM container and OAuth credentials from a Google Cloud project where the Tag Manager API is enabled.

1. Prepare Google OAuth access.
2. Add the server to your AI app.
3. Start with the read-only question above.

codex mcp add google-tagmanager \
  --env GOOGLE_TAGMANAGER_CLIENT_ID=your_client_id \
  --env GOOGLE_TAGMANAGER_CLIENT_SECRET=your_client_secret \
  --env GOOGLE_TAGMANAGER_REFRESH_TOKEN=your_refresh_token \
  -- npx -y mcp-google-tagmanager@latest

codex mcp list

claude mcp add \
  --env GOOGLE_TAGMANAGER_CLIENT_ID=your_client_id \
  --env GOOGLE_TAGMANAGER_CLIENT_SECRET=your_client_secret \
  --env GOOGLE_TAGMANAGER_REFRESH_TOKEN=your_refresh_token \
  --transport stdio \
  --scope user \
  google-tagmanager \
  -- npx -y mcp-google-tagmanager@latest

claude mcp list

{
  "mcpServers": {
    "google-tagmanager": {
      "command": "npx",
      "args": ["-y", "mcp-google-tagmanager@latest"],
      "env": {
        "GOOGLE_TAGMANAGER_CLIENT_ID": "your_client_id",
        "GOOGLE_TAGMANAGER_CLIENT_SECRET": "your_client_secret",
        "GOOGLE_TAGMANAGER_REFRESH_TOKEN": "your_refresh_token"
      }
    }
  }
}

{
  "mcpServers": {
    "google-tagmanager": {
      "type": "stdio",
      "command": "npx",
      "args": ["-y", "mcp-google-tagmanager@latest"],
      "env": {
        "GOOGLE_TAGMANAGER_CLIENT_ID": "your_client_id",
        "GOOGLE_TAGMANAGER_CLIENT_SECRET": "your_client_secret",
        "GOOGLE_TAGMANAGER_REFRESH_TOKEN": "your_refresh_token"
      }
    }
  }
}

{
  "servers": {
    "google-tagmanager": {
      "type": "stdio",
      "command": "npx",
      "args": ["-y", "mcp-google-tagmanager@latest"],
      "env": {
        "GOOGLE_TAGMANAGER_CLIENT_ID": "${input:gtm_client_id}",
        "GOOGLE_TAGMANAGER_CLIENT_SECRET": "${input:gtm_client_secret}",
        "GOOGLE_TAGMANAGER_REFRESH_TOKEN": "${input:gtm_refresh_token}"
      }
    }
  },
  "inputs": [
    { "type": "promptString", "id": "gtm_client_id", "description": "Google OAuth client ID" },
    { "type": "promptString", "id": "gtm_client_secret", "description": "Google OAuth client secret", "password": true },
    { "type": "promptString", "id": "gtm_refresh_token", "description": "Google OAuth refresh token", "password": true }
  ]
}

What you can ask it to do

Understand the current setup

• List the GTM accounts and containers I can access.
• Which tags fire on page view in this workspace?
• Show the trigger and variable configuration for this tag.
• Which built-in variables are enabled?

Prepare tracking changes in a draft

• Create a workspace for the checkout tracking change.
• Prepare a GA4 tag and a trigger for a specific event.
• Enable the click variables needed for this trigger.
• Update this tag after showing me the complete replacement configuration.

Release a version deliberately

• Compile this workspace into a version named April release.
• Show the compiler errors, if any.
• Publish version 42 after I confirm the version and its changes.

How GTM changes are connected

GTM has a clear release path:

1. An account contains one or more containers.
2. A container has workspaces for draft changes.
3. Tags, triggers and variables belong to a workspace.
4. Compiling a workspace creates a container version and removes the source workspace. GTM provides a replacement workspace.
5. Publishing makes a selected container version live.

This server can inspect each step. It does not treat a draft as a release: version creation and publishing are separate operations.

What can change

The AI client decides how it asks for confirmation. The server marks read-only, write and destructive operations so the client can distinguish inspection from a real change.

Getting access

The server uses Google OAuth 2.0. Google Tag Manager does not provide API keys for this user data.

1. Create or select a Google Cloud project and enable the Tag Manager API. A project without that API enabled receives no quota.

2. Configure the OAuth consent screen and create an OAuth client. A Desktop app client is suitable for local use.

3. Authorize your Google account and obtain a refresh token. The OAuth 2.0 Playground can do this if you enable Use your own OAuth credentials.

4. Request these scopes together:

   https://www.googleapis.com/auth/tagmanager.readonly
   https://www.googleapis.com/auth/tagmanager.edit.containers
   https://www.googleapis.com/auth/tagmanager.edit.containerversions
   https://www.googleapis.com/auth/tagmanager.publish
   

The scopes are separate: reading, editing, compiling versions and publishing each need their corresponding permission. Treat the client secret and refresh token as passwords.

Configuration

* Provide either the OAuth trio or an access token. Access tokens expire in about an hour and are not refreshed automatically.

Data and telemetry

The server runs locally and sends GTM API requests and OAuth refresh requests to Google. Its anonymous telemetry contains a random installation ID, package version, AI client and Node.js/operating-system versions, and tool names. It does not send OAuth tokens, GTM data, tool arguments or prompts.

Disable telemetry for A1 MCP servers with:

ASKADS_TELEMETRY=0

Limits and background work

• GTM is rate-limited. The API allows 0.25 requests per second per project, so the server serializes calls at least 4.2 seconds apart. Broad audits can therefore take time.
• Temporary limits are retried carefully. 429 and Google quota 403 responses use exponential backoff and Retry-After. Reads retry after network and 5xx failures; writes are not replayed after an uncertain failure.
• There is no background monitoring. The server runs only when your AI app calls it. If the app supports scheduled tasks, it can periodically inspect a container or its live version.
• A workspace disappears when compiled. Before calling create_version, save anything you need from the workspace and inspect the returned replacement workspace path.

Technical documentation

• MCP capability catalog — task-oriented pages for every tool.
• All tools and inputs
• Development documentation
• Publishing documentation
• Google Tag Manager API v2 reference

Support

Found a bug or need a scenario? Create an issue or write in Telegram.