Customer satisfaction seems like the obvious choice here. Measures like lines of code or mean time to failure are more objective, quantifiable metrics.
Okay, I think I've got this. The relationship between Customer and Order is clearly one-to-many, since each customer can have multiple orders, but each order is associated with only one customer.
Based on the information provided, I'd say Matched Market Lift is probably the most appropriate solution. It allows you to compare the store's performance to a similar market that didn't receive the Facebook campaigns.
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