Question on dealing with missing values in web analytics and ad generation? Imputation?

Hi all,

So I came across a data set that has information regarding revenue of a website, such as impressions and clicks.

Impression being how many times the ad was shown, and a click when a user actually clicks on it. Rev is how much that generated.

I found the data to have missing values in certain rows, like blank revenue but has 0 clicks and a number of impressions. Other rows that have blank impressions, 0 clicks, but has …

ad analytics datascience generation imputation missing values values web