Power Pivot does not filter correctly

Question

I built a relational data model using power pivot. In the most simplistic view, I have a base data and a dimension table (many to one relationship). In the power pivot, I brought in a filter for the lookup value, "channel group" in the dimension table and under "Row" I brought in the "end user" field from the base data. My hope is to filter the "end user" field by the "channel group" but the power pivot seems to be giving me all "end users".

How can I fix this?

Thank you!