All blogs

All blogs

All blogs

Stape’s Multi-Container Proxy (MCP) Server: The AI-Powered Way to Manage Server-Side GTM

Jul 22, 2025

What Is the Stape MCP Server?

The Multi-Container Proxy (MCP) Server by Stape is a cutting-edge tool that lets you manage server-side Google Tag Manager (sGTM) containers using natural language—no manual clicking or API coding required.

It’s powered by an open protocol called Model Context Protocol (MCP), which bridges AI tools like ChatGPT or Claude with APIs like Google Tag Manager. When paired with an AI assistant, MCP turns your natural language requests—such as "Create a new server container for ecommerce"—into actual actions within GTM.

Stape’s implementation of MCP focuses specifically on GTM and sGTM environments. It adds a robust, user-friendly interface that makes AI-led tag management both accessible and secure.


How Does It Work?

The architecture is simple but powerful:

  1. User Input: You tell your AI assistant what you want (e.g., “Create a GA4 tag that fires on purchases”).

  2. AI + MCP Server: The assistant sends this command through the MCP protocol to Stape’s MCP Server.

  3. API Execution: The server communicates with GTM or Stape-hosted containers to carry out the task.

Behind the scenes, the MCP Server handles:

  • OAuth authentication

  • Access control

  • Command translation into GTM-compatible API calls

This allows teams to automate repetitive tasks and maintain consistent setups—especially useful for large-scale or multi-container environments.


Key Features of the Stape MCP Server

Here are some standout capabilities that make the MCP Server a game-changer:

  • AI-Powered Command Execution: Use natural language to perform actions like creating containers, tags, triggers, and templates.

  • Multi-Container Management: Seamlessly switch between containers, workspaces, and environments.

  • Version Control: Review, publish, and rollback versions—all via AI interaction.

  • User Permissions: Add or restrict user access, making governance easier.

  • Template Handling: Upload or update tag templates through voice or typed instructions.

These features aren't just cool—they're designed for real-world workflows, from marketing teams to analytics professionals and agencies managing multiple clients.


Use Cases: Why It Matters

Stape’s MCP Server isn’t just about automation. It fundamentally shifts how teams manage sGTM:


For Agencies

  • Quickly spin up containers for new clients, standardize tag setups, and control permissions—all without dev bottlenecks.

For In-House Teams

  • Let marketing, data, and compliance teams manage their containers with fewer errors and faster implementation.

For Global Brands

  • Handle multiple sGTM containers across regions while enforcing a unified tagging strategy via templated commands.


How to Set Up the Stape MCP Server

Getting started involves a few key steps:

  1. Install Node.js and Git
     You'll use these to clone and build the MCP Server repository.

  2. Set Up the Server
     Run the server locally or on a VM. Point it to your sGTM or Stape-hosted container.

  3. Connect AI Assistant
     Configure Claude or ChatGPT with the MCP Server’s endpoint using a simple JSON config.

  4. Authenticate
     The server handles OAuth flows so your assistant gets secure access to your GTM containers.

  5. Start Commanding
     Begin issuing natural-language prompts and watch the AI build your tagging setup.


Visual Walkthrough of Workflow

Here’s what the process looks like:

Step

Action

AI Input

"Create a GA4 tag that fires on checkout"

MCP Server Parsing

Translates input into GTM API command

GTM Execution

Tag is created in the specified container

Feedback to User

Confirmation message & output log


Limitations to Be Aware Of

While powerful, MCP Server still requires governance:

  • AI Interpretation May Vary: Always review what the AI outputs.

  • OAuth Tokens Need Management: Tokens are sensitive—handle with care.

  • Doesn’t Replace Strategic Planning: MCP executes commands—it doesn’t plan your tagging architecture.

This is where a strategic partner becomes essential.


Why You Still Need a Tagging Strategy

AI can help build and manage containers, but it won’t design a scalable, compliant tagging system on its own.

That’s why a structured strategy—one aligned with KPIs, privacy compliance, and organizational needs—is critical. MCP accelerates execution, but the blueprint still needs to be built by humans who understand data architecture and business outcomes.


Ready to Get Started? Amplio Data Can Help

Amplio Data specializes in server-side GTM and advanced analytics implementations. We help you unlock the full potential of tools like the MCP Server by bringing structure, governance, and performance optimization to your tagging strategy.

Here’s how we help:

  • Setup & Configuration: We get your MCP Server up and running with best-practice defaults.

  • Team Training: Learn how to use AI to create and maintain your GTM containers safely.

  • Governance Frameworks: From permission hierarchies to rollback policies, we make sure you stay in control.

  • Analytics Strategy: We align your tagging with business KPIs and ensure clean data flows across platforms.

👉 Let Amplio Data turn your AI-powered tagging into a strategic advantage. Contact us today to schedule a free strategy session or demo.