What are measures in Power BI created with DAX primarily used for?

Measures in Power BI, created using Data Analysis Expressions (DAX), are primarily utilized for performing calculations on data. These calculations can include aggregating data, computing ratios, filtering datasets dynamically, and much more, all based on the underlying dataset loaded into the Power BI model.

By creating measures, users can derive insightful calculations that provide deeper analysis and facilitate decision-making. For instance, a measure can calculate a total sales value dynamically, considering filters applied to different dimensions such as time, geography, or product category.

This capability is crucial for effective data visualization, as it allows for the creation of interactive reports and dashboards that reflect metrics and KPIs based on current selections or filters applied by the user. Each measure operates in the context of the filters present in the report, making them flexible and powerful tools for users to analyze trends and data variations.

In contrast, managing user permissions focuses on controlling data access, while creating visual interactions pertains to how users can interact with visuals on a report page. Connecting to external data sources involves retrieving data from databases or APIs, which is necessary for data loading but is not related to the calculation aspect that measures provide.