Call 3rd party API from Backend or Frontend?

I have a specific design Query. We have a FrontendWebsite(Site1) which is connected to backend DB via a WCF Service (Site1Service). We have to integrate our FrontendWebsite(Site1) with some 3rd Party API's, let's say Google API. So we have 2 options to call this 3rd API as: 1. Call directly from FrontendWebsite(Site1). 2. Call from WCF Service (Site1Service). The WCF Service (Site1Service) already has reference to Google API. So what are the best practices around this use case? How should we call 3rd party API? Should we decouple FrontendWebsite(Site1) from 3rd party API like Google API?