How Filters Affect DAX Measures
xVelocity (the storage engine behind Tabular, Power BI and columnstore indexes) is an in-memory columnar database, and it’s such it’s not suitable for detail-level reports, such as transaction-level reports. I wrote about performance implications with xVelocity and detail-level reporting here and here. In general, the lower the report grain and the more columns you add to the report (customer first name, last name, invoice number, etc.), the slower the performance will be as more and more columns would need to be scanned and cross-joined.