Google Analytics 4: what is the new MCP server?

Google has announced a groundbreaking development for marketers and data analysts: the release of the MCP server (Model Context Protocol) for Google Analytics 4 (GA4).

This open-source server allows large language models (LLMs), such as Gemini AI, to connect directly with GA4 and enable natural language conversations with your data. It represents a new way to access insights and strategies without navigating complex dashboards or writing technical queries.

What Is the MCP Server for Google Analytics?

The Model Context Protocol (MCP) server acts as an interface between your GA4 data and generative AI models

It enables users to ask questions in plain English—such as "How many users did I have yesterday?"—and receive instant, detailed answers.

Available on GitHub as an open-source project, the MCP server is part of Google’s broader move toward AI-powered data accessibility and automated marketing analysis.

Conversational Analytics in action

In a video published on the official Google Analytics YouTube channel, Matt Landers, Developer Relations Lead, demonstrates how the MCP server allows seamless interaction with business data.

Highlights from the demo include:

• Asking direct questions like:
  • "How many users visited yesterday?"
  • "What were my top-selling products last month?"
• Performing advanced ecommerce reporting with conversational follow-ups:
  • "Which channel drove the most conversions this quarter?"
• Generating a fully personalized marketing plan from real data, for example:
  • "If I had a €5,000 marketing budget, how should I allocate it to increase revenue?"

The AI not only delivers the data but interprets trends, evaluates performance across acquisition channels, and proposes a strategy based on actual site metrics.

Benefits for marketers, analysts, and developers

This tool is designed for digital teams who want faster access to actionable insights. Key advantages include:

• Faster data exploration with no technical barriers
• Streamlined workflows for marketing and business analysis
• Opportunities to build next-generation, AI-driven analytics tools

Whether you’re a performance marketer, a data analyst, or a product team looking to enhance UX with smart data, conversational analytics is a leap forward.

How to Get Started with the MCP Server

To deploy and test the MCP server with GA4, you’ll need:

• A Google Cloud project with Admin and Data API enabled
• A Google Analytics 4 property with read access
• A development environment (Python or Gemini CLI)
• Basic familiarity with command line tools

Useful links:

• GitHub repository: https://github.com/googleanalytics/google-analytics-mcp

Why Conversational Analytics matters

This launch reflects a growing trend in AI-powered marketing automation and data democratization.

With tools like Gemini AI integrated into Analytics workflows, the barrier between business questions and actionable answers becomes dramatically smaller.

You don’t need to be an expert in SQL or dashboards to access performance data—you just need to know what to ask.

This is the future of data: human-friendly, fast, and deeply integrated with decision-making processes.

Speak with your data: what the MCP server for Google Analytics 4 brings

Google’s MCP server for GA4 is a strategic step toward natural language data access, empowering teams to make smarter decisions faster.

At RichClicks, we help brands and agencies unlock the full potential of data-driven marketing. Whether you’re looking to integrate conversational AI, automate your reports, or refine your acquisition strategy, we can support your journey.

Get in touch to bring conversational analytics to your digital ecosystem.