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, ChatGPT, Gemini, Cursor, and more.

URL: https://mcp.gtmeditor.com

Table of Contents

• Supported AI Clients
• What Can You Do?
• Quick Start
• Features
• Use Cases
• How It Works
• Safety Features
• Self-Hosting
• Available Tools
• Resources & Prompts
• Better AI Context
• Architecture
• Known Issues
• Links
• Author
• License

Supported AI Clients

The server is client-agnostic — any MCP client that supports OAuth 2.1 with PKCE over HTTP transport should work out of the box, including clients that use Dynamic Client Registration (RFC 7591) and those that don't.

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:

1. Go to Settings → Connectors → Add Custom Connector
2. Enter: https://mcp.gtmeditor.com
3. Click Add and sign in with Google

Claude Code (CLI):

claude mcp add -t http gtm https://mcp.gtmeditor.com

ChatGPT

1. Go to OpenAI Apps Platform
2. Add an MCP integration with URL: https://mcp.gtmeditor.com
3. Authorize with your Google account

Gemini CLI

gemini mcp add --transport http --url https://mcp.gtmeditor.com gtm

Cursor

1. Open Settings > MCP
2. Click Add new MCP server
3. Set type to URL and enter: https://mcp.gtmeditor.com/authorize
4. Authorize with your Google account

Or add to your .cursor/mcp.json:

{
  "mcpServers": {
    "gtm": {
      "url": "https://mcp.gtmeditor.com/authorize"
    }
  }
}

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
• Enable/disable built-in variables

Server-Side Containers

Full support for server-side GTM containers:

• Clients — Create, update, and delete server-side clients (e.g. GA4 client)
• Transformations — Control event parameters with allow, exclude, and augment rules

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:

1. Authenticates with your Google account (OAuth 2.1)
2. Reads your container configurations
3. Executes the changes you request
4. 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

Docker-to-Docker

If another container needs to reach the MCP server via an internal Docker network alias, add ALLOWED_HOSTS to your .env:

ALLOWED_HOSTS=gtm-mcp:8080

This enables dynamic URL resolution for trusted internal hostnames while keeping the server secure against host header injection.

Google Cloud Setup

1. Go to Google Cloud Console
2. Enable the Tag Manager API
3. Create OAuth 2.0 credentials (Web application)
4. 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

Utility

Write Operations

Server-Side Container Tools

Publishing

Templates

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)

Better AI Context

For best results, install the GTM API skill so your AI assistant understands GTM's API structure, parameter formats, and validation rules.

Claude Code

# One-liner install
curl -sL https://github.com/paolobietolini/gtm-api-for-llms/archive/main.tar.gz | tar xz && \
  mkdir -p ~/.claude/skills && \
  cp -r gtm-api-for-llms-main/skills/gtm-api ~/.claude/skills/ && \
  rm -rf gtm-api-for-llms-main

Or clone and copy:

git clone https://github.com/paolobietolini/gtm-api-for-llms.git
cp -r gtm-api-for-llms/skills/gtm-api ~/.claude/skills/

OpenAI Codex

curl -sL https://github.com/paolobietolini/gtm-api-for-llms/archive/main.tar.gz | tar xz && \
  mkdir -p ~/.codex/skills && \
  cp -r gtm-api-for-llms-main/skills/gtm-api ~/.codex/skills/ && \
  rm -rf gtm-api-for-llms-main

What does the skill include?

The GTM API for LLMs repository provides LLM-optimized documentation: request templates, validation rules, workflow algorithms, and complete schemas for all GTM entity types including server-side containers.

Architecture

• Protocol: Model Context Protocol (MCP) over HTTP
• Authentication: OAuth 2.1 with PKCE
• Standards: RFC 8414, RFC 7591, RFC 9728

Known Issues

🐛 autoEventFilter silently dropped by Google Tag Manager API

When creating or updating linkClick, click, or formSubmission triggers via the API, the autoEventFilter field (used for "Some Link Clicks"/"Some Form Submissions" conditions) is silently dropped by the Google Tag Manager API. The API returns 200 OK with a new fingerprint but does not persist the autoEventFilter.

This has been confirmed by HTTP-level debugging: the correct JSON is sent in the request body, but Google's response omits the field. The filter and customEventFilter fields work correctly.

Workaround: Configure autoEventFilter conditions manually through the GTM web interface. The MCP server can read triggers that have autoEventFilter set via the UI.

Status: #33

Links

• GitHub Repository
• GTM API Reference
• MCP Specification

Author

Paolo Bietolini

[email protected]

License

BSD-3-Clause