GTM MCP Server
Let AI manage your Google Tag Manager containers.
Create tags, audit configurations, generate tracking plans, and publish changes, all through natural conversation with Claude or ChatGPT.
URL: https://mcp.gtmeditor.com
Table of Contents
- What Can You Do?
- Quick Start
- Features
- Use Cases
- How It Works
- Safety Features
- Self-Hosting
- Available Tools
- Resources & Prompts
- Better AI Context
- Architecture
- Links
- Author
- License
What Can You Do?
Ask your AI assistant to:
- "List all my GTM containers"
- "Create a GA4 event tag for form submissions"
- "Audit this container for issues and duplicates"
- "Generate a tracking plan document for the marketing team"
- "Set up ecommerce tracking for purchases"
- "Publish the changes we just made"
No more clicking through the GTM interface. No more copy-pasting configurations. Just describe what you need.
Quick Start
Claude (Web & Desktop)
Claude.ai:
- Go to Settings → Connectors → Add Custom Connector
- Enter:
https://mcp.gtmeditor.com - Click Add and sign in with Google
Claude Code (CLI):
claude mcp add -t http gtm https://mcp.gtmeditor.com
ChatGPT
- Go to OpenAI Apps Platform
- Add an MCP integration with URL:
https://mcp.gtmeditor.com - Authorize with your Google account
Features
Tag Management
Create and modify any GTM tag type:
- GA4 Configuration & Events — Set up Google Analytics 4 with proper measurement IDs
- Ecommerce Tracking — Purchase, add-to-cart, view-item events
- Custom HTML — Inject scripts, pixels, and custom code
- Custom Image — Tracking pixels with cache busting
Trigger Management
Build triggers for any scenario:
- Page views (all pages or specific URLs)
- Custom dataLayer events
- Click tracking
- Form submissions
- Timer-based triggers
- Trigger groups for complex conditions
Container Operations
- Browse accounts, containers, and workspaces
- Create versions from workspace changes
- Publish versions to go live
- Organize with folders
Community Template Gallery
Import templates from Google's Community Template Gallery:
- "Import the iubenda cookie consent template"
- "Add Cookiebot to my container"
- "Set up Facebook Pixel using the gallery template"
The AI will search for the template, find the GitHub repository, and import it automatically.
AI-Powered Workflows
Container Audit "Audit my container for issues" — Analyzes your workspace for:
- Naming inconsistencies
- Duplicate tags
- Orphaned triggers
- Security concerns
- Best practice violations
Tracking Plan Generation "Generate a tracking plan" — Creates markdown documentation of:
- All events and their triggers
- Data layer requirements
- Variable definitions
- Implementation notes
GA4 Setup Recommendations "Help me set up GA4 for ecommerce" — Recommends:
- Which tags to create
- Trigger configurations
- Required variables
- Data layer implementation code
Use Cases
Build Complete Tracking Setups
Ask AI to create a full GA4 ecommerce implementation from scratch:
- "Set up GA4 ecommerce tracking for my store"
- Creates 12+ tags (configuration + all ecommerce events)
- Creates matching triggers for each dataLayer event
- Creates data layer variables for items, currency, value, transaction_id
- Follows Google's recommended event naming and parameters
Implement Consent Management
Integrate privacy tools like OneTrust with your tracking:
- "Make GA4 fire only when analytics consent is granted"
- Creates consent-checking variables
- Sets up conditional triggers
- Updates existing tags to respect user choices
Bulk Operations & Renaming
Manage containers at scale:
- "Add 'ecom -' prefix to all ecommerce triggers"
- "Update all tags to use a measurement ID variable"
- Rename, update, or organize dozens of items through conversation
Custom Variables & Logic
Create sophisticated tracking logic:
- "Create a variable that returns the local timestamp"
- "Add a custom parameter to the purchase tag"
- Custom JavaScript variables, data layer mappings, and more
For Agencies
- Manage multiple client containers (7+ accounts shown in demo)
- Standardize implementations across clients
- Rapid setup for new projects
- Version and publish changes safely
How It Works
The GTM MCP Server connects AI assistants to the Google Tag Manager API using the Model Context Protocol. When you ask Claude or ChatGPT to manage your GTM, it:
- Authenticates with your Google account (OAuth 2.1)
- Reads your container configurations
- Executes the changes you request
- Confirms before destructive operations
Your credentials are never stored—the server uses token-based authentication that you can revoke anytime from your Google account.
Safety Features
- Confirmation required for deletions and publishing
- Workspace-only changes — nothing goes live until you publish
- Version control — all changes create a version first
- Audit logging — track what was changed
Self-Hosting
Want to run your own instance?
Docker Setup
git clone https://github.com/paolobietolini/gtm-mcp-server.git
cd gtm-mcp-server
# Create .env file
cat > .env << 'EOF'
GOOGLE_CLIENT_ID=your-client-id.apps.googleusercontent.com
GOOGLE_CLIENT_SECRET=your-client-secret
JWT_SECRET=$(openssl rand -base64 32)
BASE_URL=http://localhost:8080
EOF
# Start the server
docker compose up -d
# Add to Claude
claude mcp add -t http gtm http://localhost:8080
Google Cloud Setup
- Go to Google Cloud Console
- Enable the Tag Manager API
- Create OAuth 2.0 credentials (Web application)
- Add redirect URIs:
https://claude.ai/api/mcp/auth_callback https://claude.com/api/mcp/auth_callback https://chatgpt.com/connector_platform_oauth_redirect https://your-domain.com/oauth/callback
Available Tools
Read Operations
| Tool | Description |
|---|---|
list_accounts | List all GTM accounts |
list_containers | List containers in an account |
list_workspaces | List workspaces in a container |
list_tags | List all tags in a workspace |
get_tag | Get tag details by ID |
list_triggers | List all triggers |
list_variables | List all variables |
list_folders | List folders in a workspace |
get_folder_entities | Get tags/triggers/variables in a folder |
Utility
| Tool | Description |
|---|---|
ping | Test server connectivity |
auth_status | Check authentication status |
Write Operations
| Tool | Description |
|---|---|
create_container | Create a new container in an account |
delete_container | Remove a container (requires confirmation) |
create_workspace | Create a new workspace in a container |
create_tag | Create a new tag |
update_tag | Modify an existing tag |
delete_tag | Remove a tag (requires confirmation) |
create_trigger | Create a new trigger |
update_trigger | Modify an existing trigger |
delete_trigger | Remove a trigger (requires confirmation) |
create_variable | Create a new variable |
delete_variable | Remove a variable (requires confirmation) |
Publishing
| Tool | Description |
|---|---|
list_versions | List all container versions with tag/trigger/variable counts |
create_version | Create a version from workspace changes |
publish_version | Publish a version (requires confirmation) |
Templates
| Tool | Description |
|---|---|
get_tag_templates | Get GA4/HTML tag parameter examples |
get_trigger_templates | Get trigger configuration examples |
list_templates | List custom templates in a workspace |
get_template | Get template details including template code |
create_template | Create a custom template from .tpl code |
update_template | Modify an existing template |
delete_template | Remove a template (requires confirmation) |
import_gallery_template | Import a template from the Community Gallery |
Resources & Prompts
Resources (URI-based access)
Access GTM data via structured URIs:
gtm://accounts
gtm://accounts/{id}/containers
gtm://accounts/{id}/containers/{id}/workspaces
gtm://accounts/.../workspaces/{id}/tags
gtm://accounts/.../workspaces/{id}/triggers
gtm://accounts/.../workspaces/{id}/variables
Prompts (Workflow templates)
| Prompt | Description |
|---|---|
audit_container | Comprehensive container analysis |
generate_tracking_plan | Markdown documentation generator |
suggest_ga4_setup | GA4 implementation recommendations |
find_gallery_template | Guide to find and import Community Gallery templates |
Better AI Context
For best results, give your AI assistant more GTM context:
- GTM API Skill: Add the GTM API skill to Claude
- Documentation: Have the AI read the GTM API docs
Architecture
- Protocol: Model Context Protocol (MCP) over HTTP
- Authentication: OAuth 2.1 with PKCE
- Standards: RFC 8414, RFC 7591, RFC 9728
Links
Author
Paolo Bietolini