Answer:
Non-additive measures are those which can not be used inside any numeric aggregation function (e.g. SUM(), AVG() etc.). One example of non-additive fact is any kind of ratio or percentage. Example, 5% profit margin, revenue to asset ratio etc. A non-numerical data can also be a non-additive measure when that data is stored in fact tables, e.g. some kind of varchar flags in the fact table.
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