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What is a goal in Power BI?
A measure is a calculation in the semantic model—revenue, profit margin, number of deals won. It is the most common source of both insight and confusion in Power BI.
A calculated column is calculated for each row and stored in the model. A measure is calculated when it is displayed, based on what is filtered at that point. The same measure therefore produces different values for each month, each salesperson, and the total — and that is the intention.
Measures take up less space, update faster, and return the correct result in every context. Calculated columns are appropriate when the value belongs to the row itself, such as a categorization. If in doubt, start with a measure.
A calculation that exists in only one report will sooner or later be repeated in another—slightly differently. Then you have two figures for the same thing. Define it once in the model.
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