There are a number of different metrics that can be important when making investment decisions, but ultimately it depends on the individual investor's goals and objectives. For some people, the most important metric might be the potential return on investment, while for others it could be minimizing risk. Some investors might even focus on more intangible criteria like a company's environmental record or its treatment of workers.
Ultimately, there is no single "right" answer when it comes to choosing investments, and what is most important will vary from person to person. However, if you are not sure where to start, looking at measures like ROI and risk tolerance can be a good place to start evaluating potential investment opportunities.