Problem with dax query time

MarcosVME - thanks for the extra detail on the model!

The relationships add a bit of complexity, but I think explain why my suggested measure wasn't working 🙂

Your original measure applied the expanded table VEEVA_D_FORCA_DE_VENDAS (first filtered to nonblank values of VEEVA_D_FORCA_DE_VENDAS[COD_SETOR] ) as a filter.

I believe the original performance issue is due to applying FILTER (an iterator) to VEEVA_D_FORCA_DE_VENDAS.

Here are a couple of options that I believe should improve performance and return the correct results (fingers crossed 🙂 ) 

Option 1:

Applies the nonblank filter in outer CALCULATE, then applies the expanded VEEVA_D_FORCA_DE_VENDAS table filter.

FLEX_METRICA_CALCULO_MERCADOMARCA_AREA_VISITADA =
CALCULATE (
    CALCULATE (
        [FLEX_METRICA_CALCULO_MERCADO_AREA_VISITADA],
        USERELATIONSHIP ( D_MARCA[MERCADO], IM_D_MERCADO_FRANQUIA[MERCADO] ),
        VEEVA_D_FORCA_DE_VENDAS
    ),
    KEEPFILTERS ( NOT ISBLANK ( VEEVA_D_FORCA_DE_VENDAS[COD_SETOR] ) )
)

 Option 2:

Applies the nonblank filter in outer CALCULATE, and in inner calculate uses SUMMARIZE to apply a filter on only column on 1-side of relationship with VEEVA_D_FORCA_DE_VENDAS (LINHA).

FLEX_METRICA_CALCULO_MERCADOMARCA_AREA_VISITADA =
CALCULATE (
    CALCULATE (
        [FLEX_METRICA_CALCULO_MERCADO_AREA_VISITADA],
        USERELATIONSHIP ( D_MARCA[MERCADO], IM_D_MERCADO_FRANQUIA[MERCADO] ),
        SUMMARIZE ( VEEVA_D_FORCA_DE_VENDAS, D_LINHA[LINHA] )
    ),
    KEEPFILTERS ( NOT ISBLANK ( VEEVA_D_FORCA_DE_VENDAS[COD_SETOR] ) )
)

Do either of these produce the correct results with better performance?

Regards