Pull a column into values pane of Matrix
I noticed this issue was caused by the Calucaltion Groups in the SSAS model, I may think this is the disadvantage of Calculation Groups.
When I create a Calculation groups in the SSAS model, the Parameter DiscourageImplicitMeasures was set to false, then all the measures in the model cannot be pulled to the value pane in the Martix visual.
quote from Microsoft Document:
"Calculation groups work with explicit DAX measures. In this example, Sales is an explicit measure already created in the model. Calculation groups do not work with implicit DAX measures. For example, in Power BI implicit measures are created when a user drags columns onto visuals to view aggregated values, without creating an explicit measure. At this time, Power BI generates DAX for implicit measures written as inline DAX calculations - meaning implicit measures cannot work with calculation groups. A new model property visible in the Tabular Object Model (TOM) has been introduced, DiscourageImplicitMeasures. Currently, in order to create calculation groups this property must be set to true. When set to true, Power BI Desktop in Live Connect mode disables creation of implicit measures."