How to optimize the measure using many if statements

HI Anonymous,

You can try to use the following formula if helps: (I summarize and simple the formula conditions)

Rev from Ops =
CALCULATE (
    SUMX (
        'Revenue from Operations',
        //Advertisement
        SWITCH (
            'Revenue from Operations'[Revenue from Operations],
            "Advertisement",
                SWITCH (
                    'Revenue from Operations'[Column1],
                    "HTT Daily", [AD HTT Daily],
                    "VK Daily", [AD VK Daily],
                    "TT Publication", [AD TT Publication],
                    "ht.in portal", [Ad ht.in portal],
                    "Print Total", [AD Print Total],
                    "Digital Total", [Ad ht.in portal],
                    "Total", [Ad Total]
                ),
            //Event/Activations/Promos
            "Event/Activations/Promos",
                SWITCH (
                    'Revenue from Operations'[Column1],
                    "HTT Daily", [Event HTT Daily],
                    "VK Daily", [Event VK Daily],
                    "TT Publication", [Event TT Publication],
                    "Digital Others", [Webinar Revenue with GST],
                    "Print Total", [Event Print Total],
                    "Digital Total", [Webinar Revenue with GST],
                    "Total", [Event Total]
                ),
            //Circulation/Subscription
            "Circulation/Subscription",
                SWITCH (
                    'Revenue from Operations'[Column1],
                    "HTT Daily", [Cir HTT Daily],
                    "VK Daily", [Cir VK Daily],
                    "TT Publication", [Cir TT Publication],
                    "HTT e-paper", [E-Paper],
                    "KD e-Magazine", [E-Magazine],
                    "Print Total", [Cir Print Total],
                    "Digital Total", [E-Paper] + [E-Magazine],
                    "Total", [Cir Total]
                ),
            //Total
            "Total",
                SWITCH (
                    'Revenue from Operations'[Column1],
                    "HTT Daily", [Total HTT Daily],
                    "TT Publication", [Total TT Publication],
                    "Print Total", [Total Print Total],
                    "ht.in portal", [Ad ht.in portal],
                    "HTT e-paper", [E-Paper],
                    "KD e-Magazine", [E-Magazine],
                    "Digital Total", [Total Digital Total],
                    "Total", [Total Total]
                ),            
            //Others
            "Others",
                SWITCH (
                    'Revenue from Operations'[Column1],
                    "TT Publication", [Book_Rev],
                    "HTT Daily", [HTT Others],
                    "Print Total", [Others Print Total],
                    "Total", [Others Total]
                ),
        )
    )
)

In addition, power bi service does not suitable for complex formula calculations. (since they are host on the cloud server, so they obviously include some limitations of DAX formula calculate and resource usages)

If you are handling a huge amount of conditions, I'd like to suggest creating a mapping table for these conditions mappings and then you can write a simple formula to lookup these conditions.

BTW, you can also take a look at the below blogs about optimizing the performance of nest measures and iterators.

Optimizing DAX expressions involving multiple measures - SQLBI

Optimizing nested iterators in DAX - SQLBI
Regards,

Xiaoxin Sheng

Anonymous 
One of the first thing that you shouldn't do is using IF Statement inside an iterator over a Fact Table. 
Now, you are using 30 IF statements in SUMX( iterator). 

The problem is either your Data model or the way you do your underlying measures (Measure inside the IF statements).

We can help you but we will need to have more information on what are your tables and what is the final goal/visual that you want to have