@Zagorath I look for items the players need and for items that are thematic! Anything else matters very little! Certain mundane things could be useful, but magical items are generally more fun! Oh, and if you're willing to balance your encounters for things like "the party refuses to get any kind of armour rune because there are cooler magical items in the magical shop", then it really shouldn't matter too much!

Adding onto this: do you hand out the loot in the adventure or adapt it with new stuff?

I use ABP so that we can skip the less interesting +X stuff.

One of my players is very into crafting, and they work as a group to be able to afford things, so one of the best treasures I can give are uncommon or rare items, or even just the formulas.

I tend to focus more on fun than utility items, though this varies. And I like to give out thematic stuff. Recently they fought a Skuln, which is described as having adamant claws and teeth. But it has no listed treasure, so I gave them adamantium chunks as treasure from scavenging the body.

My group just uses a table where a d100 decides.