Create measure conditioned by the selected filter

For example, I have these 3 filters:

and I have a table on my power BI page in which I must place the sale value, but I have 3 sales fields that are in the same data table and if I read the filter zone and not the other two, the value of the field to show is zona_venta segment, on the other hand if I select branch, I must display the sucursal_venta_segmento field.

I don't know if they require more background.