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Google Analytics MCP Server

Google Analytics MCP Server

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run_conversions_report

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Generate Google Analytics conversion reports to analyze conversion metrics, ad performance, ROAS, and attribution using selectable attribution models and filters.

Instructions

      Runs a Google Analytics Data API conversions report.

USE THIS TOOL INSTEAD OF `run_report` WHEN:
- You need to report specifically on conversions, ad performance, return on ad spend (ROAS), or attribution.
- You need to query specific conversion metrics (e.g., advertiserAdCost, returnOnAdSpendByInteractionDate, allConversionsByConversionDate, etc.).
- You need to apply a specific attribution model (e.g., DATA_DRIVEN or LAST_CLICK) to your data.
- The user's query explicitly asks about conversions, ad clicks, ad costs, or campaigns related to conversions.

See the conversions report guide at
https://developers.google.com/analytics/devguides/reporting/data/v1/conversions-api-basics
for details and examples.

Args:
    property_id: The Google Analytics property ID. Accepted formats are:
      - A number
      - A string consisting of 'properties/' followed by a number
    date_ranges: A list of date ranges
      (https://developers.google.com/analytics/devguides/reporting/data/v1/rest/v1alpha/DateRange)
      to include in the report.
    dimensions: A list of dimensions to include in the report.
    metrics: A list of metrics to include in the report.
    conversion_spec: The specification for conversions reporting.
      Should include 'conversion_actions' (list of resource names) and
      'attribution_model'.
    dimension_filter: A Data API FilterExpression
      (https://developers.google.com/analytics/devguides/reporting/data/v1/rest/v1alpha/FilterExpression)
      to apply to the dimensions.
    metric_filter: A Data API FilterExpression
      (https://developers.google.com/analytics/devguides/reporting/data/v1/rest/v1alpha/FilterExpression)
      to apply to the metrics.
    order_bys: A list of Data API OrderBy
      (https://developers.google.com/analytics/devguides/reporting/data/v1/rest/v1alpha/OrderBy)
      objects to apply to the dimensions and metrics.
    limit: The maximum number of rows to return in each response. Value must
      be a positive integer <= 250,000.
    offset: The row count of the start row. The first row is counted as row 0.
    currency_code: The currency code to use for currency values.
    return_property_quota: Whether to return property quota in the response.


      ## Hints for arguments

      Here are some hints that outline the expected format and requirements
      for arguments.

      ### Hints for `dimensions`

      The `dimensions` list must consist solely of the following allowed standard dimensions:
      - campaignName
      - continent
      - country
      - defaultChannelGroup
      - deviceCategory
      - medium
      - platform
      - primaryChannelGroup
      - source
      - sourceMedium
      - sourcePlatform
      - subcontinent

      ### Hints for `metrics`

      The `metrics` list must consist solely of the following allowed standard metrics:
      - advertiserAdClicks
      - advertiserAdCost
      - advertiserAdCostPerAllConversionsByConversionDate
      - advertiserAdCostPerAllConversionsByInteractionDate
      - advertiserAdCostPerClick
      - advertiserAdImpressions
      - allConversionsByConversionDate
      - allConversionsByInteractionDate
      - returnOnAdSpendByConversionDate
      - returnOnAdSpendByInteractionDate
      - totalRevenueByConversionDate
      - totalRevenueByInteractionDate

      ### Hints for `conversion_spec`

      The `conversion_spec` argument is required for conversions reporting.
      You can pass an empty list for `conversion_actions` if you want all conversion events.
      Example:
      {
          "conversion_actions": ["conversionActions/12345"], # Or [] for all actions
          "attribution_model": "DATA_DRIVEN"  # Or "LAST_CLICK"
      }

      ### Hints for `date_ranges`:
      Example date_range arguments:
  1. A single date range:

    [ {"start_date": "2025-01-01", "end_date": "2025-01-31", "name": "Jan2025"} ]

  2. A relative date range using 'yesterday' and 'today':
    [ {"start_date": "yesterday", "end_date": "today", "name": "YesterdayAndToday"} ]

  3. A relative date range using 'NdaysAgo' and 'today':
    [ {"start_date": "30daysAgo", "end_date": "yesterday", "name": "Previous30Days"}]

  4. Multiple date ranges:
    [ {"start_date": "2025-01-01", "end_date": "2025-01-31", "name": "Jan2025"}, {"start_date": "2025-02-01", "end_date": "2025-02-28", "name": "Feb2025"} ]


      ### Hints for `dimension_filter`:
      Example dimension_filter arguments:
  1. A simple filter:
    {"filter": {"field_name": "eventName", "string_filter": {"match_type": 2, "value": "add", "case_sensitive": false}}}

  2. A NOT filter:
    {"not_expression": {"filter": {"field_name": "eventName", "string_filter": {"match_type": 2, "value": "add", "case_sensitive": false}}}}

  3. An empty value filter:
    {"filter": {"field_name": "source", "empty_filter": {}}}

  4. An AND group filter:
    {"and_group": {"expressions": [{"filter": {"field_name": "sourceMedium", "string_filter": {"match_type": 1, "value": "google / cpc", "case_sensitive": false}}}, {"filter": {"field_name": "eventName", "in_list_filter": {"values": ["first_visit", "purchase", "add_to_cart"], "case_sensitive": true}}}]}}

  5. An OR group filter:
    {"or_group": {"expressions": [{"filter": {"field_name": "sourceMedium", "string_filter": {"match_type": 1, "value": "google / cpc", "case_sensitive": false}}}, {"filter": {"field_name": "eventName", "in_list_filter": {"values": ["first_visit", "purchase", "add_to_cart"], "case_sensitive": true}}}]}}

Notes: The API applies the dimension_filter and metric_filter independently. As a result, some complex combinations of dimension and metric filters are not possible in a single report request.

For example, you can't create a `dimension_filter` and `metric_filter`
combination for the following condition:

(
  (eventName = "page_view" AND eventCount > 100)
  OR
  (eventName = "join_group" AND eventCount < 50)
)

This isn't possible because there's no way to apply the condition
"eventCount > 100" only to the data with eventName of "page_view", and
the condition "eventCount < 50" only to the data with eventName of
"join_group".

More generally, you can't define a `dimension_filter` and `metric_filter`
for:

(
  ((dimension condition D1) AND (metric condition M1))
  OR
  ((dimension condition D2) AND (metric condition M2))
)

If you have complex conditions like this, either:

a)  Run a single report that applies a subset of the conditions that
    the API supports as well as the data needed to perform filtering of the
    API response on the client side. For example, for the condition:
    (
      (eventName = "page_view" AND eventCount > 100)
      OR
      (eventName = "join_group" AND eventCount < 50)
    )
    You could run a report that filters only on:
    eventName one of "page_view" or "join_group"
    and include the eventCount metric, then filter the API response on the
    client side to apply the different metric filters for the different
    events.

or

b)  Run a separate report for each combination of dimension condition and
    metric condition. For the example above, you'd run one report for the
    combination of (D1 AND M1), and another report for the combination of
    (D2 AND M2).

Try to run fewer reports (option a) if possible. However, if running
fewer reports results in excessive quota usage for the API, use option
b. More information on quota usage is at
https://developers.google.com/analytics/blog/2023/data-api-quota-management.


      ### Hints for `metric_filter`:
      Example metric_filter arguments:
  1. A simple filter:
    {"filter": {"field_name": "eventCount", "numeric_filter": {"operation": 4, "value": {"int64_value": "10"}}}}

  2. A NOT filter:
    {"not_expression": {"filter": {"field_name": "eventCount", "numeric_filter": {"operation": 4, "value": {"int64_value": "10"}}}}}

  3. An empty value filter:
    {"filter": {"field_name": "purchaseRevenue", "empty_filter": {}}}

  4. An AND group filter:
    {"and_group": {"expressions": [{"filter": {"field_name": "eventCount", "numeric_filter": {"operation": 4, "value": {"int64_value": "10"}}}}, {"filter": {"field_name": "purchaseRevenue", "between_filter": {"from_value": {"double_value": 10.0}, "to_value": {"double_value": 25.0}}}}]}}

  5. An OR group filter:
    {"or_group": {"expressions": [{"filter": {"field_name": "eventCount", "numeric_filter": {"operation": 4, "value": {"int64_value": "10"}}}}, {"filter": {"field_name": "purchaseRevenue", "between_filter": {"from_value": {"double_value": 10.0}, "to_value": {"double_value": 25.0}}}}]}}

Notes: The API applies the dimension_filter and metric_filter independently. As a result, some complex combinations of dimension and metric filters are not possible in a single report request.

For example, you can't create a `dimension_filter` and `metric_filter`
combination for the following condition:

(
  (eventName = "page_view" AND eventCount > 100)
  OR
  (eventName = "join_group" AND eventCount < 50)
)

This isn't possible because there's no way to apply the condition
"eventCount > 100" only to the data with eventName of "page_view", and
the condition "eventCount < 50" only to the data with eventName of
"join_group".

More generally, you can't define a `dimension_filter` and `metric_filter`
for:

(
  ((dimension condition D1) AND (metric condition M1))
  OR
  ((dimension condition D2) AND (metric condition M2))
)

If you have complex conditions like this, either:

a)  Run a single report that applies a subset of the conditions that
    the API supports as well as the data needed to perform filtering of the
    API response on the client side. For example, for the condition:
    (
      (eventName = "page_view" AND eventCount > 100)
      OR
      (eventName = "join_group" AND eventCount < 50)
    )
    You could run a report that filters only on:
    eventName one of "page_view" or "join_group"
    and include the eventCount metric, then filter the API response on the
    client side to apply the different metric filters for the different
    events.

or

b)  Run a separate report for each combination of dimension condition and
    metric condition. For the example above, you'd run one report for the
    combination of (D1 AND M1), and another report for the combination of
    (D2 AND M2).

Try to run fewer reports (option a) if possible. However, if running
fewer reports results in excessive quota usage for the API, use option
b. More information on quota usage is at
https://developers.google.com/analytics/blog/2023/data-api-quota-management.


      ### Hints for `order_bys`:
      Example order_bys arguments:

1.  Order by ascending 'eventName':
    [ {"dimension": {"dimension_name": "eventName", "order_type": 1}, "desc": false} ]

2.  Order by descending 'eventName', ignoring case:
    [ {"dimension": {"dimension_name": "campaignName", "order_type": 2}, "desc": true} ]

3.  Order by ascending 'audienceId':
    [ {"dimension": {"dimension_name": "audienceId", "order_type": 3}, "desc": false} ]

4.  Order by descending 'eventCount':
    [ {"metric": {"metric_name": "eventValue"}, "desc": true} ]

5.  Order by ascending 'eventCount':
    [ {"metric": {"metric_name": "eventCount"}, "desc": false} ]

6.  Combination of dimension and metric order bys:
    [
      {"dimension": {"dimension_name": "eventName", "order_type": 1}, "desc": false},
      {"metric": {"metric_name": "eventValue"}, "desc": true},
    ]

7.  Order by multiple dimensions and metrics:
    [
      {"dimension": {"dimension_name": "eventName", "order_type": 1}, "desc": false},
      {"dimension": {"dimension_name": "audienceId", "order_type": 3}, "desc": false},
      {"metric": {"metric_name": "eventValue"}, "desc": true},
    ]

The dimensions and metrics in order_bys must also be present in the report
request's "dimensions" and "metrics" arguments, respectively.

Input Schema

NameRequiredDescriptionDefault
limitNo
offsetNo
metricsYes
order_bysNo
dimensionsYes
date_rangesYes
property_idYes
currency_codeNo
metric_filterNo
conversion_specYes
dimension_filterNo
return_property_quotaNo

Schema Changelog

Changes observed during successful MCP inspections.

  1. Addedv0.6.0

TDQS

A4.9/5.0
Behavior5/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

Annotations already cover the safety profile (readOnly, non-destructive, openWorld), and the description adds substantial behavior: the allowed dimension/metric whitelist, that conversion_spec is mandatory, that dimension_filter and metric_filter are applied independently and cannot express certain cross-filter conditions, and quota trade-offs between fewer vs. more report runs.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness4/5

Is the description appropriately sized, front-loaded, and free of redundancy?

Purpose and when-to-use are front-loaded and the argument hints are well organized, but the multi-paragraph filter-limitation note is duplicated verbatim under both dimension_filter and metric_filter, inflating length without new information.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness5/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

For a 12-parameter tool with nested objects, no output schema, and 0% schema description coverage, the description supplies formats, required-field rules, examples, and known API limitations — everything needed to invoke it correctly.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters5/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema coverage is 0%, but the description fully compensates: every one of the 12 parameters is explained, with worked examples for date_ranges, conversion_spec, dimension_filter, metric_filter, and order_bys, plus accepted property_id formats and the limit ceiling of 250,000.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

States a specific verb and resource ("Runs a Google Analytics Data API conversions report") and immediately distinguishes it from the sibling run_report by naming conditions under which this tool is preferred.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines5/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

Explicit "USE THIS TOOL INSTEAD OF `run_report` WHEN" block enumerates four concrete conditions (conversion metrics, attribution models, ad cost/ROAS queries), giving both when-to-use and the alternative to prefer otherwise.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.