Google Tag Manager MCP by InsightfulPipe

Google Tag Manager MCP Server by Insightful Pipe

Connect Google Tag Manager to AI assistants: audit and manage tags, triggers, variables and workspaces.

Part of the Insightful Pipe MCP Server Collection — use Google Tag Manager from Claude, ChatGPT, Cursor, and other AI assistants through the Model Context Protocol (MCP).

MCP Server URL

https://google-tag-manager.insightfulmcp.com/

What is Google Tag Manager MCP?

Google Tag Manager MCP is a remote Model Context Protocol server hosted by InsightfulPipe. Audit and manage GTM containers: tags, triggers, variables, workspaces, and versions.

Installation

Claude

1. Copy the MCP Server URL: https://google-tag-manager.insightfulmcp.com/
2. Open Claude connector settings (Customize > Connectors), click + and then Add custom connector
3. Paste the URL and click Add
4. Click Connect and sign in to InsightfulPipe if asked. Claude then lists the connector as connected.

ChatGPT

Custom MCP servers are added through ChatGPT's Developer mode. Availability depends on your ChatGPT plan, and workspace admins may need to allow it.

1. Turn on Developer mode in ChatGPT settings
2. Create a new app for a remote MCP server and paste the URL: https://google-tag-manager.insightfulmcp.com/
3. Sign in to InsightfulPipe if asked. The connection finishes as soon as you are signed in.

See OpenAI's guide: Developer mode and MCP apps in ChatGPT

Claude Code

claude mcp add --transport http google-tag-manager https://google-tag-manager.insightfulmcp.com/

Cursor

Add the server to ~/.cursor/mcp.json (all projects) or .cursor/mcp.json (one project):

{
  "mcpServers": {
    "google-tag-manager": {
      "url": "https://google-tag-manager.insightfulmcp.com/"
    }
  }
}

When Cursor shows Needs authentication, click Connect and sign in to InsightfulPipe if asked.

Available Actions

61 actions: 37 read and 24 that make changes, 6 of them destructive and off by default.

Read Actions (37)

Show all 37 read actions

Action	Description
get_account	Fetch a single GTM account by id
get_accounts	List all GTM accounts the authenticated user can access
get_built_in_variables	List built-in variables enabled in the workspace
get_client	Fetch a single server-side client
get_clients	List server-side clients in a workspace
get_container	Fetch a single container by id
get_container_snippet	Get the install
get_containers	List containers in a GTM account
get_destination	Fetch a single destination
get_destinations	List destinations linked to a container
get_environment	Fetch a single environment
get_environments	List environments configured for a container
get_folder	Fetch a single folder
get_folder_entities	Return tags / triggers / variables that live inside a folder
get_folders	List folders in a workspace
get_gtag_config	Fetch a single Google Tag config
get_gtag_configs	List Google Tag (gtag.js) configurations in a workspace
get_latest_version_header	Fetch the most recent version header
get_live_version	Fetch the version currently published to live
get_tag	Fetch a single tag
get_tags	List all tags in a workspace
get_template	Fetch a single custom template
get_templates	List custom templates in a workspace
get_transformation	Fetch a single transformation
get_transformations	List server-side transformations in a workspace
get_trigger	Fetch a single trigger
get_triggers	List all triggers in a workspace
get_variable	Fetch a single variable
get_variables	List user-defined variables in a workspace
get_version	Fetch a single container version including all entities at that point in time
get_version_headers	List lightweight version headers (id, name, entity counts) without full entity payloads
get_workspace	Fetch a single workspace
get_workspace_status	Show pending changes in a workspace and any merge conflicts vs the latest container version
get_workspaces	List workspaces (staging areas) in a container
get_zone	Fetch a single zone
get_zones	List zones in a workspace
lookup_container	Look up a container by its public id (e.g. GTM-XXXXXX)

Actions That Make Changes (24)

Show all 24 write and destructive actions

Action	Description
create_folder	Create a folder for organizing workspace entities
create_tag	Create a tag in a workspace
create_trigger	Create a trigger in a workspace
create_variable	Create a variable
create_workspace	Create a new workspace (staging area)
delete_folder	Delete a folder from a workspace
delete_tag	Delete a tag from a workspace
delete_trigger	Delete a trigger from a workspace
delete_variable	Delete a user-defined variable from a workspace
delete_workspace	Delete a workspace
disable_built_in_variable	Disable one or more built-in variables in a workspace
enable_built_in_variable	Enable one or more built-in variables in the workspace by passing their type names as a comma-separated query value or repeated 'type' params
move_entities_to_folder	Move tags / triggers / variables into a folder
quick_preview_workspace	Generate a debug-mode preview of a workspace without saving it as a version
resolve_conflict	Resolve a merge conflict surfaced by sync_workspace by picking which side wins for a given entity
revert_folder	Discard a folder's uncommitted workspace changes
revert_tag	Discard a tag's uncommitted workspace changes, reverting it to the live container state
revert_trigger	Discard a trigger's uncommitted workspace changes
revert_variable	Discard a variable's uncommitted workspace changes
sync_workspace	Pull the latest container changes into a workspace, surfacing conflicts that need manual resolution
update_folder	Update a folder
update_tag	Update a tag
update_trigger	Update a trigger
update_variable	Update a variable

Control What Your AI Can Do

You decide what AI agents can do with each connected account:

• Turn individual actions on or off for every connected account, so agents only see the actions you allow.
• Connect as Read-only or Read & Write. A read-only connection can only enable read actions.
• Destructive actions stay off by default. Actions such as deletes are disabled until an admin enables them.
• Team access per account. Restricted team members only use the accounts they are granted, with the read actions enabled on them.

Usage Examples

"List all tags in my container's default workspace"

"Which triggers are not used by any tag?"

"Create a GA4 event tag for form submissions"

Pricing

The Google Tag Manager MCP server is included in every InsightfulPipe plan, together with all other MCP servers and the CLI. Plans start at $29.99/month, and you can try it for 7 days. See insightfulpipe.com/pricing for current plans.

Ready-Made Skills and Prompts

• Claude skills for measurement and analytics — ready-made skills that run on your connected data

Explore More MCP Servers by Insightful Pipe

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Resources

• Documentation
• Video Tutorial
• InsightfulPipe Blog

Support

• Documentation: insightfulpipe.com/docs
• All MCP Servers: insightfulpipe.com/mcp-servers
• Email: [email protected]

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License

MIT License - see LICENSE for details.