Google Tag Manager MCP server

Connect Google Tag Manager to Claude, ChatGPT, Cursor, Claude Code, Codex, Gemini, GitHub Copilot and any other MCP client, for your whole team. Metorial adds security, governance, and tracing, and gives everyone one Magic MCP URL to connect.

What you can do with the Google Tag Manager MCP server

Ask your agent in plain language. Each of these maps to a real tool on the server.

  • Use the manage user permission tool in Google Tag Manager
  • Use the manage container tool in Google Tag Manager
  • Use the manage trigger tool in Google Tag Manager
  • Use the manage workspace tool in Google Tag Manager
  • Use the manage folder tool in Google Tag Manager
  • Use the manage environment tool in Google Tag Manager

How teams use Google Tag Manager with agents

Tag Manager controls what runs on your site: analytics, ads pixels and consent logic. An agent can review containers, add tags, triggers and variables in a workspace, and publish versions when someone approves.

Container audits

List tags, triggers and variables in a container and flag unused or duplicated ones.

Add tracking

Create a tag and trigger for a new conversion event in a workspace for review.

Versioned releases

Create a version from a workspace and publish it after approval.

Access management

Review and update user permissions on an account or container.

Tools to start with

  • Manage Workspace: Keeps changes in a draft workspace.
  • Manage Version: Creates and publishes container versions.
  • Manage User Permission: Account and container access.

Sign-in and permissions

Tag Manager connects with Google OAuth. Google keeps publishing under a separate scope and a separate container permission, so you can let an agent edit workspaces without letting it publish.

Sign-in options on Metorial: Google OAuth.

Supported Tools

manage_user_permission

Manage User Permission

Create, list, get, update, or delete user permissions for a GTM account. Permissions control who can access and modify your GTM accounts and containers.

manage_container

Manage Container

Create, retrieve, update, or delete a GTM container. Can also retrieve the container's tagging snippet for website installation.

manage_trigger

Manage Trigger

Create, list, get, update, or delete triggers in a GTM workspace. Triggers define when tags should fire based on events like pageviews, clicks, form submissions, and custom events.

manage_workspace

Manage Workspace

Create, list, update, delete, or sync GTM workspaces. Workspaces allow concurrent modifications to a container's configuration. Use "list" to see all workspaces, "sync" to pull the latest container version into a workspace, or "status" to check for pending changes.

manage_folder

Manage Folder

Create, list, get, update, or delete folders in a GTM workspace. Folders provide organizational grouping for tags, triggers, and variables. Also supports moving entities between folders.

manage_environment

Manage Environment

Create, list, get, update, delete, or reauthorize GTM environments. Environments allow previewing and testing container configurations before publishing to production.

manage_variable

Manage Variable

Create, list, get, update, or delete user-defined variables in a GTM workspace. Also supports listing, enabling, and disabling built-in variables.

manage_tag

Manage Tag

Create, list, get, update, delete, or revert tags in a GTM workspace. Tags represent tracking code snippets (like analytics or marketing pixels) that fire based on trigger conditions.

manage_version

Manage Version

Create, list, get, publish, or delete container versions. Versions are snapshots of a container's configuration. Publishing a version makes it live on your website or app.

list_accounts

List Accounts & Containers

Lists GTM accounts you have access to, optionally including their containers. Use this to discover account and container IDs needed for other operations.

update_account

Update Account

Update the name or anonymous data sharing setting of a Google Tag Manager account.

Connect Google Tag Manager to your AI client

Every client uses the same Magic MCP URL, and so does any other MCP client. Add it once and sign in with SSO.

  1. Enable Google Tag Manager in Metorial. In your Metorial portal, enable the Google Tag Manager MCP server and sign in with the account that owns the data. Access stays governed by your team policies.
  2. Add a custom connector. Open Customize, then Connectors. Select Add, then Custom, then Web.
  3. Paste your Metorial MCP URL. Name it Metorial, paste your Magic MCP URL (<your-magic-mcp-url>) and continue.
  4. Sign in. Select Add and sign in to load Google Tag Manager tools.

Run Google Tag Manager through the Metorial gateway

One governed layer for every app your agents reach, not a separate connector per tool.

  • Give Google Tag Manager and every other app to your whole team through one MCP gateway, behind your SSO.
  • Scope which teams and agents can use Google Tag Manager tools with role-based access control, and trace every call.
  • Prefer to run it yourself? Metorial is open source and self-hostable.

More integrations teams use with Google Tag Manager

Google Sheets

Create, read, and update spreadsheets and their cell data. Read and write values to individual cells, ranges, or multiple ranges using A1 notation or named ranges. Apply cell formatting including text styles, backgrounds, borders, number formats, and conditional formatting. Manage sheets (tabs) within a spreadsheet—add, delete, copy, rename, and reorder them. Create and manage embedded charts, pivot tables, filter views, data validation rules, protected ranges, named ranges, and merged cells. Perform batch operations to apply multiple updates atomically.

GitHub

Manage repositories, issues, and pull requests. Create and configure branches, star repositories, review code, and merge changes. Automate CI/CD workflows with GitHub Actions, manage workflow runs, secrets, and artifacts. Track issues with labels, milestones, and assignees. Search across code, repositories, issues, and users. Manage organizations, teams, and memberships. Create and manage projects, gists, packages, deployments, and environments. Access security alerts including code scanning, secret scanning, and Dependabot alerts. Read and write file contents in repositories. Manage webhooks, notifications, and codespaces.

Salesforce

Manage CRM data including Accounts, Contacts, Leads, Opportunities, Cases, and custom objects. Create, read, update, and delete records. Query data using SOQL and search across objects using SOSL. Perform bulk data operations for large-scale imports, exports, and migrations. Execute composite requests to batch multiple operations in a single API call. Access analytics, reports, and dashboards. Manage files and attachments associated with records. Interact with Chatter feeds, posts, and groups for social collaboration. Manage org metadata including custom objects, fields, layouts, and workflows. Query data using GraphQL for precise data retrieval across related objects.

Apolloio

Search and prospect B2B contacts and companies from a database of over 275 million people and 70 million organizations. Enrich people and company data with emails, phone numbers, and firmographic details. Create and manage contacts, accounts, deals, and tasks. Add contacts to email sequences and manage sequence statuses. Log and search call records. Perform bulk operations for contact creation, account creation, task creation, and data enrichment.

Sharepoint

Manage SharePoint sites, document libraries, lists, and files. Create, read, update, and delete lists and list items with custom columns. Resolve site users to numeric Person/Group LookupId values. Upload, download, move, copy, and version files in document libraries. Search across sites, files, folders, lists, and list items using Microsoft Search. Manage permissions at site, list, and item levels with granular access control. Define and manage content types and site columns. Retrieve site properties and search for sites across Microsoft 365.

Hubspot

Create, read, update, and delete CRM objects including contacts, companies, deals, tickets, and custom objects. Manage associations between CRM records. Track engagements such as calls, emails, meetings, notes, and tasks. Send transactional and marketing emails, manage campaigns, and handle subscription preferences. Build and manage marketing workflows, sequences, and automation actions. Manage CMS content including blog posts, landing pages, and HubDB tables. Handle commerce data including products, orders, invoices, quotes, and payments. Create and manage contact lists for segmentation. Configure deal, ticket, and order pipelines with custom stages. Search and filter CRM records. Bulk import and export CRM data. Manage users, teams, and account settings.

Technical notes for Google Tag Manager

Manage Google Tag Manager accounts, containers, workspaces, tags, triggers, variables, and versions. Create and configure tracking tags for websites and mobile apps. Publish container versions, manage environments for preview and testing, organize entities into folders, and control user permissions at account and container levels. Supports web, AMP, iOS, Android, and server container types.

Frequently asked questions

Common questions about connecting Google Tag Manager to AI agents with Metorial.

  1. How many tools does the Google Tag Manager MCP server have?
    The Google Tag Manager MCP server exposes 11 tools, including Manage User Permission, Manage Container, Manage Trigger. Each one is governed and traced through Metorial.
  2. Google Tag Manager exposes tools your agents call on demand; it does not publish event triggers yet. Everything still runs through one governed MCP URL.
  3. Any MCP client, including VS Code, Windsurf, Zed, OpenCode and Grok. Each one reaches the Google Tag Manager MCP server through the same Metorial URL.
  4. Use role-based access control to decide which teams, users, and agents can use Google Tag Manager and which of its tools they can call.
  5. Yes. Metorial is open source, so you can run the Google Tag Manager MCP server yourself or use the hosted gateway.

Connect Google Tag Manager to production AI agents

See how Metorial gives your team governed access to Google Tag Manager, with tracing and security controls built in.