Full Answer
The plugin itself is genuinely free for browser-side use, and it carries a rare endorsement from Google's Tag Implementation Team for clean data-layer implementation. What it isn't is a server-side solution on its own — server-side delivery still routes through an external Google Tag Manager server container, which means GCP or Stape hosting plus developer time to configure. So 'free' is accurate for the plugin itself but misleading for the full stack: the developer hours sit outside the plugin's price tag, not on it.
