To determine an appropriate fill factor for a table's indexes, you need to look at the number of page splits occuring. This is shown in sys.dm_db_index_operational_stats
:
Leaf allocation count: Total number of page splits at the leaf level of the index.
Nonleaf allocation count: Total number of page splits above the leaf level of the index.
Leaf page merge count: Total number of page merges at the leaf level of the index.
After doing a bit of digging, I've seen a few posts that say the page split numbers from the DMV's are not that useful (I haven't personally confirmed this), but there is also a performance counter "page splits/sec" (but it's is only at SQL Server instance level).
I use the rule of thumb that ordinary tables use the default 90% fill factor, high insert tables somewhere between 70 - 85% (depending on row size). Read only tables can utilise a fill factor of 100%