Column Total Averages Not Quite Correct in Matrix

ToddChitt pankajnamekar25 Shahid12523 Ashish_Mathur 

I was able to get each row to provide a simple average by doing the following:

TotalSales = SUM(Sales[Net Sales])

TotalMargin = SUM(Sales[GrossMargin])

Margin% = DIVIDE([TotalMargin],[TotalSales])

The measure that made the difference was this:

AVERAGEX(VALUES('Dates'[EOW]), [Margin%]))

It appears the issue was at least somewhat related to the non-additive measure issue (as much as I understand it). Wish there was a way to toggle that behavior in BI Desktop but at least it's working now. Thank you all so much for your suggestions and help, much appreciated. ToddChitt, many thanks for the pointers on the Visual Calcs. I'll be reading up on that much more for future use. 

Cheers!