CSSs usually report clicks sent to merchants and the cost per click. They may also share bidding data or additional information depending on the pricing scheme. Google Shopping reports clicks to merchants and costs per click. The European Commission requires Google Shopping to be independent profitable in EEA countries that have Shopping ads. Google Shopping is currently able to ensure profitability by deducting a fixed percentage from each merchant bid before it enters the auction. The merchant pays a fixed percentage margin and charges only for a click on an ad from the merchant. Google recommends that merchants evaluate the costs and returns of various marketing channels in order to determine which one is most effective for them.