Google Tag Manager API
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For Agents
Programmatically create and publish Google Tag Manager containers, tags, triggers, variables, and workspaces, and manage user permissions across GTM accounts.
Use for: I need to publish a new container version for our GTM property, Create a custom HTML tag in a Google Tag Manager workspace, List all triggers configured in a container, Set up a new GTM environment for staging
Not supported: Does not handle event collection, report querying, or destination platform configuration — use for managing GTM containers, tags, triggers, and versions only.
The Google Tag Manager API gives programmatic access to GTM accounts, containers, workspaces, tags, triggers, variables, environments, and version history. It lets ops and analytics teams script tag deployments, audit container configurations, replicate environments across properties, and publish container versions without using the GTM web UI. Every change made through the API is captured in workspace history and can be promoted through environments for staged rollouts.
Install Jentic One Beta
Connect the Tag Manager API to your agent
Jentic One is a self-hosted execution layer for AI agents. It lets your agent call the Tag Manager API, or any other public or private API you need. You set the rules, the agent never sees your credentials, and every call is logged.
Two steps, two machines. Install the instance in a safe environment, then register your agent from wherever it runs.
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Step 1: Jentic One Host machine
# On the machine that will host your Jentic One instance:
curl -fsSL https://raw.githubusercontent.com/jentic/jentic-one/main/tools/install.sh | sh2
Step 2: Agent machine
# On the machine where your agent runs (keep this separate from the instance):
curl -fsSL https://raw.githubusercontent.com/jentic/jentic-one/main/tools/install.sh | sh
jentic register # connects your agent to your Jentic One instanceJentic One is in public beta. The setup above keeps your agent separate from the instance, which is what you want before using real credentials: an agent running as the same OS user as Jentic One can read its stored keys directly. Just evaluating? A single local install is fine to start. See the secure deployment guide for the tiers.
Capabilities
What an agent can do with Tag Manager API.
Create, update, and publish container versions across GTM workspaces
Provision tags, triggers, and variables programmatically across containers
Replicate environments and promote container versions between staging and production
Audit user permissions and assign roles at the account or container level
List and inspect built-in variables, clients, and destinations attached to a container
Reauthorize, sync, or resolve workspace conflicts before publishing
Use Cases
Patterns agents use Tag Manager API for, with concrete tasks.
★ Programmatic Tag Deployment Across Properties
Marketing engineering teams managing tags across dozens of brand properties use the Tag Manager API to standardise tag definitions, push the same conversion-pixel configuration into every container, and audit drift. Instead of clicking through the GTM UI per property, the team scripts the create-tag, create-trigger, and create-version flow and runs it as part of their release pipeline.
Iterate over a list of GTM container IDs and POST to /tagmanager/v2/{parent}/tags to create the same Google Ads conversion tag in each, then create a version and publish.
Staged Environment Promotion
Large publishers run tags in a staging environment before promoting to production. The API lets engineering create a new workspace, modify tags, create a container version, and reauthorize a staging environment to point at it. Once QA passes, the same version is republished to the live environment in a single API call rather than reconfiguring tags by hand.
Create a workspace, add or modify tags via /tagmanager/v2/{parent}/tags, call workspace create_version, then reauthorize the production environment with the new container_version_id.
Container Configuration Audit
Compliance and privacy teams need an inventory of every tag firing on a property and which user has permission to modify them. The API exposes complete tag, trigger, and variable listings plus user-permission resources, enabling automated audit reports that flag unauthorised tags, third-party scripts without consent triggers, or stale custom HTML.
List all containers under an account, then for each container list tags, triggers, and user_permissions, and emit a CSV flagging any custom-HTML tag without an associated consent trigger.
Agent-Driven Tag Updates via Jentic
An AI agent embedded in a marketing workflow receives a request to swap an analytics tag's tracking ID across all brand containers. Through Jentic, the agent searches for the tag-update operation, loads the schema, iterates over container IDs, and publishes a new version per container. Jentic handles the OAuth refresh and credential isolation across the multi-step workflow.
Through Jentic, search 'update a Google Tag Manager tag', load the PUT tag operation, and execute it for each container ID, then publish a new version.
Key Endpoints
55 endpoints — the google tag manager api gives programmatic access to gtm accounts, containers, workspaces, tags, triggers, variables, environments, and version history.
METHOD
PATH
DESCRIPTION
GET
/tagmanager/v2/accounts
List GTM accounts the user has access to
GET
/tagmanager/v2/{parent}/containers
List containers under an account
POST
/tagmanager/v2/{parent}/containers
Create a new container
POST
/tagmanager/v2/{parent}/clients
Create a client in a workspace
GET
/tagmanager/v2/{parent}/built_in_variables
List built-in variables enabled in a workspace
GET
/tagmanager/v2/{parent}/destinations
List destinations linked to a container
GET
/tagmanager/v2/accounts
List GTM accounts the user has access to
GET
/tagmanager/v2/{parent}/containers
List containers under an account
POST
/tagmanager/v2/{parent}/containers
Create a new container
POST
/tagmanager/v2/{parent}/clients
Create a client in a workspace
GET
/tagmanager/v2/{parent}/built_in_variables
List built-in variables enabled in a workspace
GET
/tagmanager/v2/{parent}/destinations
List destinations linked to a container
Why Jentic?
Three things that make agents converge on Jentic-routed access.
Credential isolation
OAuth 2.0 tokens and refresh tokens for Google Tag Manager are stored encrypted in the Jentic vault. Agents call GTM operations through Jentic and never see raw access tokens or scope-grant prompts in their context.
Intent-based discovery
Agents search by intent ('publish a tag manager container', 'create a GTM trigger') and Jentic returns the matching v2 operation with its full input schema, including parent path templating.
Time to first call
Direct GTM API integration: 3-7 days for OAuth, scope juggling, workspace conflict handling, and pagination. Through Jentic: under 1 hour per operation.
Related APIs
Alternatives and complements available in the Jentic catalogue.
FAQs
Specific to using Tag Manager API through Jentic.
What authentication does the Tag Manager API use?
Google Tag Manager API uses OAuth 2.0 with seven scopes including tagmanager.edit.containers, tagmanager.publish, tagmanager.manage.accounts, and tagmanager.manage.users. Pick the narrowest scope your workflow needs — read-only audits should use tagmanager.readonly. Through Jentic, OAuth tokens and refresh tokens are stored encrypted and rotated automatically; the agent never sees the raw token.
Can I publish a new container version with the Tag Manager API?
Yes. Create or modify entities in a workspace under /tagmanager/v2/{parent}, then call the workspace create_version action and finally publish the resulting version. The publish operation activates the version in the live environment and increments the container's published version pointer.
What are the rate limits for the Tag Manager API?
Google enforces a per-project quota of 25 read requests per second and 25 write requests per second by default, plus a separate per-user limit. Bulk operations should be paginated and back off on 429 responses; quota increases can be requested through the Google Cloud Console for high-volume publishers.
How do I create a tag through Jentic?
Search Jentic for 'create a Google Tag Manager tag', load the schema for POST /tagmanager/v2/{parent}/tags, and execute it with your account, container, and workspace IDs plus the tag definition. Jentic handles the OAuth flow and returns the created tag resource. Get started at https://app.jentic.com/sign-up.
Does the Tag Manager API support server-side tagging containers?
Yes. Server-side containers are managed through the same v2 API surface — the container's usageContext field indicates whether it is a web, iOS, Android, AMP, or server container. Tags, triggers, and variables specific to server-side templates are configured via the standard tag and trigger endpoints under the workspace.
Can I manage user permissions for a GTM account via the API?
Yes. The user_permissions resource under /tagmanager/v2/accounts/{accountId}/user_permissions supports listing, creating, updating, and revoking access at both the account and container level. This is the recommended way to script onboarding and offboarding when many editors share a GTM property.
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