PowerBI Matrix - Unable to do some conditional formats on values

I am trying to do conditional formatting on a matrix. 

Its not just based on a value (like high or low), it's comparing values from the same table column [formatted value].  And not all rows have the same rule on how to highlight the value.  Some are ">", others are "<" .

Here's an example of my data in table:  Note:  The Formatted value is a measure to present data as either a decimal or percent.

The rules I need to get to is as follows:

if measure = ACP if Column3 is < than Column4 Then highlight red Else No Highlight
if measure = Avg Days CPC if Column3 is > than Column4 Then highlight red Else No Highlight
if measure = CPC if Column3 is < than Column4 Then highlight red Else No Highlight
if measure = Enroll if Column3 is < than Column4 Then highlight red Else No Highlight
if measure = Positive Screen if Column3 is > than Column4 Then highlight red Else No Highlight

And Here's an example of how it should be presented in matrix:

Is this possible in power BI?  Any suggestion on how to achieve this?  

Thanks