What actually makes you buy or sell a UK stock (once you ignore the noise)?

I find it hard sometimes to know what’s actually worth paying attention to when deciding to buy or sell, especially with so much market noise around. For those investing in UK stocks, what genuinely influences your decisions? Valuations, earnings updates, dividends, macro stuff, charts, or something else? Interested in what’s worked for you over time, and what you’ve learned to mostly ignore.