--- title: "Google Tag Manager Integration for Rig: Query Google Tag Manager Data in Plain English" description: "Connect Google Tag Manager to Rig and query your Google Tag Manager data in plain English, or ask it in Claude, ChatGPT and Cursor. Governed, validated answers from your warehouse." canonical: "https://rig.so/integrations/google-tag-manager" format: markdown --- Browse integrations ![Google Tag Manager logo](https://img.logo.dev/tagmanager.google.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=112&format=png&retina=true) Analytics & product Supported # Google Tag Manager integration for Rig ## The easiest way to connect Google Tag Manager to Claude and other AI tools Google Tag Manager is where teams deploy and manage the tracking tags, triggers and variables that fire on a website, without editing site code each time. [Try Rig](https://app.rig.so/signup)[Book a demo](https://rig.so/book-demo) ## What Rig syncs from Google Tag Manager Once connected, Rig models these objects so questions resolve to the right tables and joins: - Accounts - Containers - Workspaces - Tags - Triggers - Variables - Folders - Custom templates - Container version history - Environments ## How Google Tag Manager connects to Rig Add a Rig service-account email in Tag Manager under Admin then User Management with Read permission. Rig mirrors the full configuration tree on each sync, including version history and server-side clients and transformations. It is a configuration mirror rather than an event stream, so deletions drop out on the next refresh. ## Audit what is actually firing on your site Tag Manager containers accumulate. Tags outlive the campaigns that needed them, triggers overlap, and nobody is certain what is live. Rig turns the container into tables you can query, so an audit is a question rather than an afternoon of clicking through the UI. Ask Rig - Which tags are in the container but attached to no trigger? - What tags fire on every page, and do they all still need to? - Which third-party scripts are we loading that nobody owns? ## Track who changed what, and when Rig syncs container version history, so tracking changes become an auditable record instead of institutional memory. When a metric breaks on a specific date, you can look at what changed in the container that day rather than guessing. Ask Rig - What changed in the container the week conversions dropped? - Who published the last five container versions? - How often do we publish changes to production? ## Check tracking consistency across sites If you run several containers across brands or regions, drift between them is invisible until reporting disagrees. With every container in one warehouse, comparing configurations is a query, and the differences show up as rows rather than as a discrepancy someone eventually notices. Ask Rig - Which containers are missing our standard conversion tag? - Do all regional sites use the same consent trigger? - Where do variable definitions differ between containers? ## Ask your Google Tag Manager data in Claude, ChatGPT or Cursor Rig serves your Google Tag Manager data to AI assistants over MCP. Once Google Tag Manager is synced into your warehouse, you can ask questions in plain English from the tool you already use, and every answer is backed by validated, governed SQL. - [Claude](https://rig.so/integrations/claude) - [Claude Code](https://rig.so/integrations/claude-code) - [Cursor](https://rig.so/integrations/cursor) - [ChatGPT](https://rig.so/integrations/chatgpt) - [Codex](https://rig.so/integrations/codex) - [Gemini](https://rig.so/integrations/gemini) ## Frequently asked questions What does Rig sync from Tag Manager? The full configuration tree: accounts, containers, workspaces, tags, triggers, variables, built-in variables, folders, custom templates, zones, server-side clients and transformations, Google tag configs, container version history, environments and Google tag destinations. Does this include analytics data? No. Tag Manager holds configuration, not measurements. It tells you what is set up to fire; GA4 and your other analytics sources tell you what happened. How do I give Rig access? In Tag Manager, go to Admin then User Management and add the Rig service-account email with Read permission. There is nothing to paste and no OAuth screen. What happens when I delete a tag? It disappears on the next sync. Rig refreshes the configuration in full each time because it is mirroring current state, so the tables always reflect what is live rather than everything that ever existed. ## Related integrations [![Fairing logo](https://img.logo.dev/fairing.co?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=72&format=png&retina=true)FairingPost-purchase survey answers joined to the orders that generated them.](https://rig.so/integrations/fairing)[![Google Analytics 4 logo](https://img.logo.dev/analytics.google.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=72&format=png&retina=true)Google Analytics 4Funnel, channel and conversion analytics from your GA4 events.](https://rig.so/integrations/google-analytics-4)[![Google Search Console logo](https://img.logo.dev/search.google.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=72&format=png&retina=true)Google Search ConsoleDaily organic search clicks, impressions, CTR and position by query and page.](https://rig.so/integrations/google-search-console)[![KnoCommerce logo](https://img.logo.dev/knocommerce.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=72&format=png&retina=true)KnoCommerceMulti-question post-purchase surveys joined to orders and customers.](https://rig.so/integrations/knocommerce)[![Langfuse logo](https://img.logo.dev/langfuse.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=72&format=png&retina=true)LangfuseToken cost, latency and quality analytics for your LLM features.](https://rig.so/integrations/langfuse)[![Microsoft Clarity logo](https://img.logo.dev/clarity.microsoft.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=72&format=png&retina=true)Microsoft ClarityDaily engagement, scroll depth and rage-click snapshots from Clarity.](https://rig.so/integrations/microsoft-clarity) ## Connect Google Tag Manager data to AI tools like Claude Rig builds a governed context layer over your data so every team, and every AI tool, asks questions and gets answers they can trust. [Try Rig](https://app.rig.so/signup)[Book a demo](https://rig.so/book-demo) --- - [This page as HTML](https://rig.so/integrations/google-tag-manager) - [Site map for language models](https://rig.so/llms.txt) - [API and agent documentation](https://rig.so/developers)