I can't really say what specifically I use at any given time/trade. It depends on the market and my objectives. It's very broad to just list it out like that.
But I primarily look at PE, Growth potential, Momentum, Dividend yield, peer comparison etc.
I also tend to look into any insider trading, any lawsuits against the company and consumer experience.
I do both long and short. For short it's just about the news and momentum. For long it's the company's vision and potential and dividend is certainly a plus for long term.
I normally don't buy any stocks while it's going down. I like the dust to settle and look for an upward trend.
And I'm sure you know all these things as well. This is information that you can probably find anywhere on the internet. It's how you combine all this information to make a meaningful decision is what matters IMO.