Here is the answer of the question: Why is it considered a good best practice to exclude NULL user_id values from reach and frequency queries?
- Because NULL user_id values are deemed invalid traffic in post-impression server-side models.
- This would be redundant; records with NULL user_id values have been removed upstream of query processing anyway.
- Reach and frequency cannot be accurately determined for NULL user_id values, so this group is excluded to prevent NULL user_id values from skewing the results.
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