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.
Correct Answer
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.
About the Amazon Marketing Cloud Certification
The Amazon Marketing Cloud Certification covers Amazon's clean-room analytics environment: how AMC data is structured, writing SQL queries against it, and turning results such as overlap and path-to-conversion analysis into audience and media decisions.
Exam guide and all 95 Amazon Marketing Cloud questions →Related Amazon Marketing Cloud questions
- 1Why is the AMC sandbox a helpful environment for testing queries?
- 2Which action can be used to determine if NULL values are a natural occurrence within your report or the result of aggregation thresholds?
- 3user_id values cannot be viewed in the AMC user interface or downloaded from AMC.
- 4To minimize the number of values rendered NULL due to aggregation thresholds, you can:
- 5How can you determine if NULL values are the result of aggregation thresholds or a natural occurrence within your report?
- 6Why is this query unsuitable for assembling a rule-based audience of those who have completed a conversion event? SELECT user_id FROM conversions