Limit Rows
For performance reasons and for the user not to scroll through unnecessary rows that, you want to limit the number of data rows returned by Power BI to the visual as much as possible. The best way of doing this is to analyze what other measures will be used for each specific visual and create different versions of the Aimplan User Key for each different measure combination.
When doing this, you limit your rows only to show combinations of keys that have outcomes in the measures you have included in your Aimplan User Key-measure as displayed in the table below. For your original CurrentUserKey-measure, referencing your Principalname, you get a measure for every combination of dimensions. including the rows for customer C102, which might not be an active customer as we do not have any actual sales quantities on it. For your altered CurrentUserKeySales, you don't get any values for customer C102, meaning that if we would remove our CurrentUserKey, our number of rows would decrease as we do not get the rows for customer C102.
Note! We consider it best practice to limit and expand your rows for a specific visual on one measure. This means you will use the Aimplan User Key-measure set up for each specific use case to rule what rows to show.