Definition
An MCP server is a service that exposes a set of tools, each with a name, description and inputs, that an AI assistant can call through the Model Context Protocol.
In practice
MCP servers can run locally on a computer or as hosted services. A hosted server is added to an AI client once, then the client can call its tools whenever a request needs them.
A marketing MCP server typically exposes read tools, such as campaign performance or GA4 reports, and write tools, such as budget changes or Tag Manager publishes. How write tools are controlled is the main difference between servers.
Markitech is a hosted marketing MCP server covering Google Ads, GA4, Google Tag Manager, Meta, LinkedIn, Microsoft Ads and TikTok, with every write action held for approval.
Learn more: Marketing MCP Server.
Related terms
- Model Context Protocol (MCP)The Model Context Protocol (MCP) is an open standard for connecting AI assistants to outside tools and data.
- Google tag (gtag.js)The Google tag, loaded as gtag.js, is a single tag that sends events to Google products such as Google Analytics 4 and Google Ads.
- Server-side taggingServer-side tagging moves tag processing from the visitor’s browser to a server container you control.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how MCP server is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.