Lead assignment rules

Automatically route new leads to the right owner.

Assignment rules decide who gets a lead automatically based on conditions you set — so leads land with the right rep without manual triage.

Create a rule

Open Lead Assignment Rules and add a rule.
Describe when it applies (“Describe when this rule should apply”) — for example by location, typing a city or state/province.
Choose who it assigns to: select specific users (“Select users for this rule”) or All eligible users.
Optionally pick fallback users for when no one matches.
Mark the rule active (“Rule is active and will be applied”) and save.

With no rules configured you’ll see “No assignment rules configured”. Order rules so the most specific apply first.