Finances are the most important factor for most students unless they can be full pay with no remorse for that decision.
Beyond that, what’s most important in fit (which includes academics) depends upon the individual and what priorities matter to them. For some, it’s high caliber academics and/or research. For others, academics only need to be able to pass their personal bar and other factors (location, vibe, size) matter far more.
No option is right nor wrong. All choices can lead to success - as defined as leading to a life/job/future one desires (or failure). It’s merely personal preference.