Uliana Lesiv
AuthorModel Context Protocol (MCP) Server provides interoperability and coordination between AI models and tools. It is especially helpful in systems where many AI agents are working together. For the end user, it means smooth command performance and convenient data retrieval without the need to write API requests themselves.
We, at Stape, have developed the MCP Server for Google Tag Manager so you can manage and perform required actions more easily within a tool. In this article, we will explain what the MCP Server is and how it works. We have also prepared a detailed MCP Server implementation guide.
The Model Context Protocol (MCP) is an open standard that enables AI models to interact with APIs, databases, and various external services.
The MCP Server acts as a central intermediary. It provides a standardized interface for accessing tools, systems, and data sources. The MCP Server ensures that resources and tools are accessible to any AI app compatible with the protocol.
After configuring the MCP Server (in our case, for Google Tag Manager), you can type any request in your AI app (e.g., the Claude app). Your request is sent to the MCP Server via the MCP Protocol (standard protocol for AI communication). Once the request is received, the MCP Server handles it (performs actions/commands or returns some data you requested).
The request can refer to most commands connected with GTM functionality and its entities. It includes, but is not limited to:
To configure the MCP Server for GTM, you will need:
1. Open Claude Desktop and navigate to Settings → Developer → Edit Config. This opens the configuration file that controls which MCP servers Claude can access.
2. Replace the content with the following configuration.
{
"mcpServers": {
"google-tag-manager-mcp-server": {
"command": "npx",
"args": [
"-y",
"mcp-remote",
"https://gtm-mcp.stape.ai/sse"
]
}
}
}
If you are a Stape user and would like to install Stape MCP Server, follow the instructions from our Stape MCP Server configuration guide and paste the code below.
Please make sure to specify your Stape API key, the directions on how to get it can be found in our article on Stape MCP Server.
{
"mcpServers": {
"google-tag-manager-mcp-server": {
"command": "npx",
"args": [
"-y",
"mcp-remote",
"https://gtm-mcp.stape.ai/sse"
]
},
"stape-mcp-server": {
"command": "npx",
"args": [
"-y",
"mcp-remote",
"https://mcp.stape.ai/sse",
"--header",
"Authorization: ${your_stape_api_key}"
]
}
}
}3. Once you restart Claude Desktop, a browser window will open showing your OAuth login page. Complete the authentication flow to grant Claude access to your MCP server.
After you grant access, the tools will become available for you to use.
MCP remote stores all the credential information inside ~/.mcp-auth (or wherever your MCP_REMOTE_CONFIG_DIR points to). If you're having persistent issues, try running:
rm -rf ~/.mcp-authIt will clear any locally stored state and tokens. Then restart your MCP client.
Setting up an MCP Server for Google Tag Manager significantly simplifies interacting with GTM resources. For a user, there is no need for manual API requests. With our implementation, you can integrate this functionality into your workflow. Whether you're managing tags, containers, or user permissions, the MCP Server acts as a reliable bridge between your AI tools and GTM. We hope this guide helps you get started quickly!
We are happy to hear that! Click on Try for free to register and check all the possibilities.
Comments