Google Tag Manager MCP Server

What a call looks like

These are real tool names from the live server, with the shape of what they return.

{
  "summary": {
    "total_tags": 38, "total_triggers": 24, "total_variables": 31,
    "unused_tags": 3, "paused_tags": 5, "unused_triggers": 4
  },
  "issues": {
    "tags_without_triggers": [{ "id": "71", "name": "UA - Pageview (old)" }],
    "paused_tags": [{ "id": "44", "name": "Hotjar" }],
    "unused_triggers": [{ "id": "19", "name": "Click - Old CTA" }]
  }
}

{
  "success": true,
  "tag_id": "82",
  "name": "GAds - Conversion - Lead form"
}

{
  "paused_tags": [
    { "tag_id": "44", "name": "Hotjar", "type": "html" },
    { "tag_id": "52", "name": "LinkedIn Insight", "type": "html" }
  ],
  "total": 2
}

{
  "success": true,
  "version_id": "57",
  "version_name": "Lead conversion tag",
  "publish_status": "SUCCEEDED"
}

What the 64 Tag Manager tools are

They cover the whole container, from reading it to publishing it. The full list with parameters is in the GTM tool reference.

• Read and audit — gtm_list_accounts, gtm_list_containers, gtm_list_workspaces, gtm_list_tags, gtm_list_triggers, gtm_list_variables, gtm_audit_container, gtm_find_unused_tags, gtm_find_paused_tags, gtm_find_tags_by_type, gtm_get_workspace_status, gtm_get_live_version
• Create and update — gtm_create_tag, gtm_update_tag, gtm_create_trigger, gtm_update_trigger, gtm_create_variable, gtm_update_variable, gtm_pause_tag, gtm_unpause_tag, gtm_create_folder
• Builders that know the tag shapes — gtm_build_ga4_config_tag, gtm_build_ga4_event_tag, gtm_build_google_ads_conversion_tag, gtm_build_google_ads_remarketing_tag, gtm_build_facebook_pixel_tag, gtm_build_linkedin_insight_tag, gtm_build_tiktok_pixel_tag, gtm_build_microsoft_clarity_tag, gtm_build_conversion_linker_tag
• Triggers and variables — gtm_build_form_submit_trigger, gtm_build_link_click_trigger, gtm_build_pageview_trigger, gtm_build_scroll_depth_trigger, gtm_build_custom_event_trigger, gtm_build_datalayer_variable, gtm_build_url_variable
• Versions — gtm_create_version_from_workspace, gtm_publish_workspace_now, gtm_list_versions, gtm_rollback_to_version, and the one-call setups gtm_setup_ga4_basic and gtm_setup_google_ads_conversion

Connect Tag Manager in three steps

GTM permissions are granted per user per container, so the Google identity you sign in with decides what the assistant can see and whether it can publish.

• Add MCP Ads to your AI client: paste https://mcp-ads.com/mcp-slim as a custom connector in Claude or ChatGPT, or add it to the MCP config in Cursor, Codex or Gemini CLI, and sign in with OAuth. There is no API key.
• In the MCP Ads dashboard, connect Google Tag Manager and keep the Tag Manager scopes ticked on the consent screen. Use the Google account listed under Admin → User Management on the container.
• Run a read-only audit first: "list my GTM containers, then audit the main one and tell me whether the workspace has unpublished changes". Publish rights are separate from edit rights in GTM; check yours before you plan to publish from the assistant.

Approval before anything goes live

Tag changes reach every visitor, so the guardrails sit in two places. In MCP Ads, every write — creating a tag, editing a trigger, publishing — waits for your approval in the AI client, with the tool and its arguments shown before it runs, and a viewer-role user in your workspace can audit but not edit. In GTM itself, edits accumulate in a workspace exactly as they do in the interface, so you can open the workspace and review the changes before you approve the publish. If a publish turns out wrong, gtm_rollback_to_version republishes an earlier version. More detail is in the Tag Manager guide.

Tracking checks across GTM, GA4 and the ad platforms

A container can look tidy and still be wrong: a conversion tag firing twice, a trigger that stopped matching after a site change, a workspace nobody published. Because the same connector carries GA4 and Google Ads, the assistant can check the other end too — whether the event the new tag sends actually appears in GA4, and whether the conversion action in Google Ads is recording. That is the difference between building a tag and knowing it works.

Price and licence

MCP Ads is $49/month or $490/year after a 7-day free trial, with Tag Manager, GA4, Search Console, Google Ads, WordPress and the other platforms in the same plan — see pricing. It works with Claude, ChatGPT, Cursor, Codex, Gemini CLI, Grok, OpenClaw and Hermes, and the server is open source under the MIT licence at github.com/RoyAzran/mcp-ads.