Sean Ellis seems to use an ICE score, potential impact, confidence and how easy it is to implement. Makes sense. But Im guessing people are customizing the metrics quite a bit to fit their own needs/entrepreneurial philosophy. These are the ones I have added: 1. Personal time (Less points if I have to manage the experiment. More points if I can delegate it very easily) 2. Defence (More points if the experiment increases the competitive advantage/defence possibility of the business. Minus points if it lowers it) http://abovethecrowd.com/2011/05/24/all-revenue-is-not-created-equal-the-keys-to-the-10x-revenue-club/ Have you played around with different metrics to prioritize your own ideas?