GTM MCP Server

Package: @ainative/gtm-mcp
Run: npx @ainative/gtm-mcp
Auth: Google Cloud service account (headless — no browser OAuth)
Tools: 20 across 5 categories

Lets AI agents audit GTM containers for misfiring tags, fix conversion tracking issues, manage tags and triggers, and publish workspace versions — all without touching the GTM UI.

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Quick Start

Claude Code

claude mcp add ainative-gtm-mcp npx -- -y @ainative/gtm-mcp \
  -e GTM_SERVICE_ACCOUNT_KEY_PATH=/path/to/service-account.json

Manual Config

{
  "mcpServers": {
    "ainative-gtm": {
      "command": "npx",
      "args": ["-y", "@ainative/gtm-mcp"],
      "env": {
        "GTM_SERVICE_ACCOUNT_KEY_PATH": "/path/to/service-account.json"
      }
    }
  }
}

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Authentication Setup

The server authenticates via a Google Cloud service account — no browser pop-up, designed for agent/headless use.

Step 1 — Enable Tag Manager API

1. Open Google Cloud Console
2. APIs & Services → Library → search Tag Manager API → Enable

Step 2 — Create a Service Account

1. IAM & Admin → Service Accounts → Create Service Account
2. Name it (e.g. gtm-mcp-agent), skip GCP role assignment
3. Open the service account → Keys → Add Key → JSON → download

Step 3 — Grant Access Inside GTM

This is the step most people miss — GCP IAM does not control GTM access:

1. Go to tagmanager.google.com
2. Admin → Account → User Management → +
3. Add the service account email (e.g. gtm-mcp-agent@project.iam.gserviceaccount.com)
4. Set permission: Publish (for full access) or Read (audit only)

Step 4 — Set the env var

export GTM_SERVICE_ACCOUNT_KEY_PATH="/path/to/service-account.json"

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Tools Reference

Accounts & Containers (3 tools)

Tool	Description
gtm_list_accounts	List all GTM accounts accessible to the service account
gtm_list_containers	List containers within an account
gtm_get_container	Get container details (ID, publicId, usageContext)

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Tags (4 tools)

Tool	Description
gtm_list_tags	List all tags in a workspace
gtm_get_tag	Get tag details (type, firing triggers, parameters)
gtm_update_tag	Update tag parameters or firing triggers
gtm_delete_tag	Delete a tag

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Triggers (4 tools)

Tool	Description
gtm_list_triggers	List all triggers in a workspace
gtm_get_trigger	Get trigger details
gtm_create_trigger	Create a new trigger (custom event, page view, click, etc.)
gtm_update_trigger	Update trigger conditions

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Audit (3 tools)

Tool	Description
gtm_audit_container	Full container audit: orphaned tags, broad triggers, missing conversions
gtm_find_misfiring_conversion_tags	Find conversion tags firing on broad triggers (All Pages, etc.)
gtm_fix_conversion_tag_trigger	Auto-create a scoped custom event trigger and reassign the misfiring tag

The audit tools are the most powerful — they can detect and auto-fix the most common GTM misconfiguration (conversion tags firing on All Pages instead of a specific event).

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Versions & Publishing (6 tools)

Tool	Description
gtm_list_workspaces	List workspaces in a container
gtm_get_workspace_status	Get workspace changes (added/modified/deleted entities)
gtm_create_version	Create a container version from current workspace
gtm_publish	Publish the latest version to production

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Example Workflows

Audit and fix misfiring conversion tags

You: "Audit my GTM container GTM-XXXXX and fix any misfiring conversion tags"

Agent: [gtm_audit_container] Found 3 issues:
       - GA4 Purchase tag fires on trigger "All Pages" — should be "purchase" event
       - Meta Pixel Lead tag fires on "All Pages" — should be "generate_lead" event
       
       [gtm_fix_conversion_tag_trigger] Created trigger "CE - purchase", reassigned GA4 tag
       [gtm_fix_conversion_tag_trigger] Created trigger "CE - generate_lead", reassigned Meta Pixel tag
       
       [gtm_create_version] Created version "Auto-fix misfiring tags 2026-05-09"
       
You: "Publish it"
Agent: [gtm_publish] Published. Version 47 is now live.

Review workspace before publishing

You: "What changes are in the current workspace?"

Agent: [gtm_get_workspace_status]
       Modified: GA4 Config tag (updated measurement ID)
       Added: New scroll depth trigger
       Deleted: Old UA Universal Analytics tag