Google Tag Manager
Google Tag Manager is a tag management system that lets teams deploy and update measurement codes and related code fragments — collectively known as tags — on a website, mobile app, or server-side container without editing site code on every change. The Tag Manager API v2 exposes that configuration programmatically: accounts, containers, workspaces, tags, triggers, variables, container versions, and user permissions, across web, iOS, Android, AMP, and server-side usage contexts. Changes are staged in a workspace, frozen into an immutable container version, and then published to live traffic, with fingerprint-based optimistic concurrency guarding every write. Access is OAuth 2.0 only, with seven granular scopes separating read, edit, publish, and user-management rights.
Solid contracts, transparent operations, and an easy start — typically complete on four or five facets with one clear soft spot.
API Evangelist profiles Google Tag Manager the way a machine reads it — 180 machine-readable artifacts across 2 APIs, pulled from the provider's own public surface and indexed so a developer, an analyst, or an AI agent can evaluate it against every other provider on the network.
Every provider in the network is reduced to the same set of machine-readable artifacts — OpenAPI contracts, event specifications, GraphQL schemas, runnable collections, pricing and rate-limit signals, security posture, OAuth scopes, and the agent surfaces (MCP servers and skills) that let software drive the API on its own. We profile them because the interface is the part of a company you can actually inspect: it is a truer signal of what a provider does than any marketing page. From those artifacts we compute the Kin Score — Google Tag Manager scores 63.3/100 (strong), with a separate agent-readiness read of 37/100 (agent ready). The full breakdown is below, followed by every artifact we hold — each card links through to its machine-readable definition on apis.io.
Kin Score
This is the API Evangelist rating — a single, repeatable read computed from the artifacts on this page. Green fill is points earned; the red track is points possible, so every bar shows earned-versus-possible at a glance. Every facet and dimension name is a link: it opens that measurement's page on APIs.io, where the rating runs across the whole catalog — the exact checks that feed it, how every profiled provider distributes on it, and who is at the top of it.
Kin Score
How this is scored →scored 2026-09-08 · rubric v0.20.0
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How we profile Google Tag Manager
Each block below is one kind of artifact we hold for Google Tag Manager. For each we say what it is and why it earns a place in the profile, then list every one we've indexed — capped at two rows, scroll within the panel for the rest.
APIs 9
Each API is captured as its own OpenAPI definition — every operation, parameter, and response. This is the single most useful machine-readable description of what an API does, and it's what lets us score, lint, mock, and generate against it without asking the provider for anything.
Individual APIs this provider publishes, each with its own machine-readable definition.
Google Tag Manager Server-side Tagging API
The Server-side Tagging API provides APIs for building custom tags, clients, and variables that run in a server-side container, enabling server-to-server data collection and pro...
Google Tag Manager Accounts API
Operations for managing Google Tag Manager accounts.
Google Tag Manager Containers API
Operations for managing containers within a Google Tag Manager account.
Google Tag Manager Tagmanager API
The Tagmanager API from Google Tag Manager — 3 operation(s) for tagmanager.
Google Tag Manager Triggers API
Operations for managing triggers within a workspace that control when tags fire.
Google Tag Manager User Permissions API
Operations for managing user permissions on Google Tag Manager accounts.
Google Tag Manager Variables API
Operations for managing variables within a workspace that provide dynamic values to tags and triggers.
Google Tag Manager Versions API
Operations for managing container versions, including publishing and rollback.
Google Tag Manager Workspaces API
Operations for managing workspaces within a container, including version creation and conflict resolution.
Scroll within the panel for all 9 ·
Postman Collections 1
A runnable collection turns the contract into something a developer can execute in seconds. We profile them because the fastest way to trust an API is to make a real call against it.
Ready-to-run Postman collections for exercising this provider's APIs.
Google Tag Manager API
POSTMANOpen Collections 10
Open, tool-agnostic collections carry the same runnable value as Postman without locking you to one client — the portable, forkable form of the same exercise.
Open, tool-agnostic API collections (OpenAPI-derived and Bruno).
API Collection
OPEN COLLECTIONGoogle Tag Manager Accounts API
OPEN COLLECTIONGoogle Tag Manager API
OPEN COLLECTIONGoogle Tag Manager Accounts Containers API
OPEN COLLECTIONGoogle Tag Manager Accounts Tagmanager API
OPEN COLLECTIONGoogle Tag Manager Accounts Triggers API
OPEN COLLECTIONGoogle Tag Manager Accounts User Permissions API
OPEN COLLECTIONGoogle Tag Manager Accounts Variables API
OPEN COLLECTIONGoogle Tag Manager Accounts Versions API
OPEN COLLECTIONGoogle Tag Manager Accounts Workspaces API
OPEN COLLECTIONScroll within the panel for all 10 ·
Arazzo Workflows 12
Real integrations are rarely a single call. Arazzo describes the multi-step sequences — auth, then create, then confirm — so both a human and an agent can follow the choreography, not just the endpoints.
Multi-step API workflows described with the Arazzo specification.
Google Tag Manager Audit Container Versions
List a container's version headers, then fetch the newest one in full.
ARAZZOGoogle Tag Manager Bootstrap a Live Container
Create a container and workspace, cut a baseline version, and publish it.
ARAZZOGoogle Tag Manager Build and Publish a Tag End to End
Workspace, trigger, tag, version, and publish in a single release flow.
ARAZZOGoogle Tag Manager Grant a User Permission
List account user permissions, then add a new user when not present.
ARAZZOGoogle Tag Manager Inspect the Live Container Version
Resolve a container's live version, then fetch its full definition.
ARAZZOGoogle Tag Manager List and Get a Workspace
List the workspaces in a container, then fetch the first one in detail.
ARAZZOGoogle Tag Manager Provision a Tagged Container
Create a container, open a workspace in it, and add a first tag.
ARAZZOGoogle Tag Manager Safely Update a Tag
Read a tag for its fingerprint, then update it with optimistic concurrency.
ARAZZOGoogle Tag Manager Sync and Version a Workspace
Check status, sync a workspace to the latest version, then cut a version.
ARAZZOGoogle Tag Manager Wire a Trigger-Fired Tag
Create a workspace, create a trigger, then create a tag that fires on it.
ARAZZOGoogle Tag Manager Build a Variable-Backed Tag
Create a workspace, create a variable, then create a tag that consumes it.
ARAZZOGoogle Tag Manager Version and Publish a Workspace
Freeze a workspace into a container version and publish it live.
ARAZZOScroll within the panel for all 12 ·
Pricing Plans 1
Pricing is part of the interface. Machine-readable plans tell you what a tier costs and includes before you commit — one of the things the Kin Score reads for access clarity — renamed from commercial clarity in rubric 0.12, because a free statutory interface has access terms and no commercial ones.
Published pricing tiers and plan structures.
Rate Limits 1
Rate limits are the difference between a demo that works and a production integration that doesn't fall over. Publishing them is an operational-transparency signal — and a hard requirement for any agent that plans its own throughput.
Documented rate limits and quota policies.
Google Tag Manager Rate Limits
RATE LIMITSFinOps 1
Cost, billing, and metering signals let a buyer model the financial operations of an API before it's live. We profile them for the same reason we profile pricing: the money is part of the contract.
Cost, billing, and metering signals for API financial operations.
Features 10
The notable capabilities this provider advertises, captured as structured features so they can be searched and compared instead of read one landing page at a time.
Notable capabilities this provider offers.
Account Management
List and manage Google Tag Manager accounts with full access control.
Container Management
Create, update, delete, and configure containers for web, mobile, and server-side tagging.
Workspace Management
Create and manage workspaces for collaborative tag development with conflict resolution.
Tag Configuration
Create, update, delete, and revert tags with full parameter and firing trigger configuration.
Trigger Configuration
Define triggers that control when and how tags fire based on events and conditions.
Variable Management
Create and manage variables that provide dynamic values to tags and triggers.
Version Control
Create, publish, and manage container versions with rollback capabilities.
User Permissions
Manage user access and permissions at the account and container level.
Server-Side Tagging
Build custom server-side tags, clients, and variables for server-to-server data collection.
Data Layer
Structured data layer for passing information between your website and Tag Manager.
Scroll within the panel for all 10 ·
Semantic Vocabularies 2
JSON-LD contexts give the data shared meaning across APIs. We profile them because semantics are what let a machine reconcile 'customer' here with 'customer' somewhere else.
JSON-LD contexts and semantic vocabularies used across these APIs.
Google Tag Manager Context
JSON-LDSpectral Rules 2
Governance rulesets we run against this provider's specs — the automated checks behind parts of the score. Profiling them makes the quality bar explicit and re-runnable, not a matter of opinion.
Google Tag Manager API Rules
SPECTRALGoogle Tag Manager API Rules
SPECTRALJSON Schema 39
Standalone JSON Schema definitions describe the data models behind the API. We profile them so the shapes are validatable on their own — useful long after a single request is forgotten.
Standalone JSON Schema definitions for this provider's data models.
Google Tag Manager Container
JSON SCHEMAAccountAccess
JSON SCHEMAAccountFeatures
JSON SCHEMAAccount
JSON SCHEMACondition
JSON SCHEMAConsentSettings
JSON SCHEMAContainerAccess
JSON SCHEMAContainerFeatures
JSON SCHEMAContainer
JSON SCHEMAContainerVersionHeader
JSON SCHEMAContainerVersion
JSON SCHEMACreateContainerVersionRequestVersionOptions
JSON SCHEMACreateContainerVersionResponse
JSON SCHEMAEntity
JSON SCHEMAFormatValue
JSON SCHEMAGetWorkspaceStatusResponse
JSON SCHEMAListAccountsResponse
JSON SCHEMAListContainerVersionsResponse
JSON SCHEMAListContainersResponse
JSON SCHEMAListTagsResponse
JSON SCHEMAListTriggersResponse
JSON SCHEMAListUserPermissionsResponse
JSON SCHEMAListVariablesResponse
JSON SCHEMAListWorkspacesResponse
JSON SCHEMAMergeConflict
JSON SCHEMAParameter
JSON SCHEMAPublishContainerVersionResponse
JSON SCHEMARevertTagResponse
JSON SCHEMARevertTriggerResponse
JSON SCHEMARevertVariableResponse
JSON SCHEMASetupTag
JSON SCHEMASyncStatus
JSON SCHEMASyncWorkspaceResponse
JSON SCHEMATag
JSON SCHEMATeardownTag
JSON SCHEMATrigger
JSON SCHEMAUserPermission
JSON SCHEMAVariable
JSON SCHEMAWorkspace
JSON SCHEMAScroll within the panel for all 39 ·
JSON Structure 38
JSON Structure captures the data shapes in a form built for tooling — a complement to JSON Schema that keeps the model machine-legible.
JSON Structure definitions describing this provider's data shapes.
Google Tag Manager V2 Account Access Structure
JSON STRUCTUREGoogle Tag Manager V2 Account Features Structure
JSON STRUCTUREGoogle Tag Manager V2 Account Structure
JSON STRUCTUREGoogle Tag Manager V2 Condition Structure
JSON STRUCTUREGoogle Tag Manager V2 Consent Settings Structure
JSON STRUCTUREGoogle Tag Manager V2 Container Access Structure
JSON STRUCTUREGoogle Tag Manager V2 Container Features Structure
JSON STRUCTUREGoogle Tag Manager V2 Container Structure
JSON STRUCTUREGoogle Tag Manager V2 Container Version Header Structure
JSON STRUCTUREGoogle Tag Manager V2 Container Version Structure
JSON STRUCTUREGoogle Tag Manager V2 Entity Structure
JSON STRUCTUREGoogle Tag Manager V2 Format Value Structure
JSON STRUCTUREGoogle Tag Manager V2 List Accounts Response Structure
JSON STRUCTUREGoogle Tag Manager V2 List Containers Response Structure
JSON STRUCTUREGoogle Tag Manager V2 List Tags Response Structure
JSON STRUCTUREGoogle Tag Manager V2 List Triggers Response Structure
JSON STRUCTUREGoogle Tag Manager V2 List Variables Response Structure
JSON STRUCTUREGoogle Tag Manager V2 List Workspaces Response Structure
JSON STRUCTUREGoogle Tag Manager V2 Merge Conflict Structure
JSON STRUCTUREGoogle Tag Manager V2 Parameter Structure
JSON STRUCTUREGoogle Tag Manager V2 Revert Tag Response Structure
JSON STRUCTUREGoogle Tag Manager V2 Revert Trigger Response Structure
JSON STRUCTUREGoogle Tag Manager V2 Revert Variable Response Structure
JSON STRUCTUREGoogle Tag Manager V2 Setup Tag Structure
JSON STRUCTUREGoogle Tag Manager V2 Sync Status Structure
JSON STRUCTUREGoogle Tag Manager V2 Sync Workspace Response Structure
JSON STRUCTUREGoogle Tag Manager V2 Tag Structure
JSON STRUCTUREGoogle Tag Manager V2 Teardown Tag Structure
JSON STRUCTUREGoogle Tag Manager V2 Trigger Structure
JSON STRUCTUREGoogle Tag Manager V2 User Permission Structure
JSON STRUCTUREGoogle Tag Manager V2 Variable Structure
JSON STRUCTUREGoogle Tag Manager V2 Workspace Structure
JSON STRUCTUREScroll within the panel for all 38 ·
Examples 38
Real request and response payloads are what turn a spec from abstract into obvious — and they're one of the twelve things an agent needs to call an API correctly on the first try.
Example request and response payloads for these APIs.
Scroll within the panel for all 38 ·
Security Posture 4
Authentication, domain security, vulnerability disclosure, and trust-center signals — the evidence that a provider takes security seriously enough to document it. We profile it because you can't govern what you can't see.
Authentication, domain security, vulnerability disclosure, and trust-center signals.
Scopes 1
OAuth scopes are the vocabulary of least-privilege access. Profiling them shows exactly what an integration — or an agent acting on a user's behalf — is allowed to do.
OAuth scopes governing access to this provider's APIs.
Agentic Access 1
An x-agentic-access contract marks which operations are safe for an agent to run on its own and which need a human in the loop. It is the difference between an API an agent can use and one it can use safely.
Recommended x-agentic-access execution contracts for AI agents.
Use Cases 5
What developers actually build with this provider — captured so the catalogue answers 'what is this for', not just 'what does this expose'.
What developers build with this provider.
Marketing Tag Deployment
Deploy and manage marketing and analytics tags without modifying website code.
Conversion Tracking
Track conversions across multiple advertising platforms with centralized tag management.
Privacy Compliance
Implement consent-based tag firing and data collection policies for GDPR and CCPA compliance.
A/B Testing
Deploy and manage A/B testing tags and experiment configurations across web properties.
Server-Side Data Collection
Process data server-side for improved performance, accuracy, and privacy compliance.
Integrations 5
Pre-built integrations with other platforms tell you where this provider already fits in a stack.
Pre-built integrations with other platforms and tools.
Google Analytics
Native integration with Google Analytics 4 for event tracking and measurement.
Google Ads
Deploy Google Ads conversion tracking and remarketing tags with built-in templates.
Google Marketing Platform
Integrate with Campaign Manager, Display & Video 360, and Search Ads 360.
Facebook Pixel
Deploy and manage Facebook Pixel tracking with community template support.
Consent Management Platforms
Integrate with consent management platforms for privacy-compliant tag firing.
Resources
Every other property we hold for Google Tag Manager — documentation, portals, status pages, policies, and corporate surface — grouped by the job it does, following the integrator's arc from getting started to running in production.
Get Started 5
Portal, sign-up, and the first successful call
Documentation 2
Reference material describing how the API behaves
Agent Surfaces 5
MCP servers, agent skills, and machine-readable catalogs
Design & Contract 19
Pagination, idempotency, versioning, errors, and events
Scroll within the panel for all 19 ·
Build 5
SDKs, sample code, and the tooling you integrate with
Access & Security 9
Authentication, authorization, and security posture
Scroll within the panel for all 9 ·
Learn 1
Tutorials, courses, talks, and written guidance
Operate 6
Status, limits, changes, and where to get help
Commercial 4
Pricing, plans, and the legal terms of use
Company 2
The organization behind the API
Other 9
Properties that don't map to a standard resource type
Scroll within the panel for all 9 ·
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This is an independent, third-party profile of Google Tag Manager, published by API Evangelist. We do not operate, host, resell, or support these APIs, and we are not affiliated with or endorsed by the company unless stated above. Everything here is built from publicly available information — the company's own site, developer portal, documentation, public repositories, and the specifications it publishes for public use. Nothing is obtained by breaching a system, defeating an access control, or using credentials.
The Kin Score and Agent Readiness rating are independently calculated assessments of a company's public API artifacts, scored against a published rubric. They are not certifications, endorsements, security assessments, or audits.
Corrections, re-scores, and removal are free — no partnership or purchase required, and you do not need to justify the request. A removed company is recorded as unrated, never scored zero for having asked. Acknowledgement within one business day; removal within two.
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