Pretty simple question. At the moment 99.999% of new coins tokens and crypto project all have a telegram group (full spam and bounty hunters) , a twitter account that only posts pre-made bullish news about their own coin, a subreddit with 20 subscribers and 5 bots, a Facebook page full of 3rd world country princes asking for your eth private key.
What is left to judge a product? Only their website. But how accurate and trustworthy can a website be? White paper too aren't to be trusted, since 90% of the time they get changed work-in-progress.
What metrics do you use?
They are using the service and look at there are some that have used similar design to their website and that was obviously if they are buying it from the same person. And website cna be considered as a good thing to judge how good the project is. I just try to pick up the project which has created the product.