Net Profits.

Seriously, the bottom line is the only one that really makes sense, every other metric that you track you track to analyze its effect on your net profits. If a decision impacts your bottom line in a negative way look at it long and hard if there is a way to modify is to that the damage is mitigated and if a decision impacts the bottom line in a positive way (and it's legal and matches your sense of ethics) then by all means go for it.

Almost everything you do impacts the bottom line in a measurable way.