How to set up lead assignment rules on Salesforce

intermediate 8 min read Updated 2026-03-18

Quick Answer

Lead assignment rules in Salesforce automatically distribute leads to specific users or queues based on predefined criteria. Navigate to Setup > Lead Assignment Rules, create rule entries with criteria like location or company size, and activate the rule to automate lead distribution.

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Prerequisites

Salesforce administrator permissions
Access to Setup menu
Understanding of your organization's lead routing requirements
Knowledge of user queues and territories

Step-by-Step Instructions

Access Lead Assignment Rules

Log into Salesforce and click the Setup gear icon in the top right corner. In the Quick Find box, type Lead Assignment Rules and select it from the results. Click New to create a new lead assignment rule.

Only one lead assignment rule can be active at a time in your organization.

Create the Assignment Rule

Enter a descriptive Rule Name such as 'Territory-Based Lead Assignment'. Check the Active checkbox if you want this rule to be active immediately. Click Save to create the rule framework.

Use clear naming conventions that describe the assignment logic for easier management.

Add Rule Entries

In the Rule Entries section, click New to create your first rule entry. Set the Sort Order (lower numbers are evaluated first). Choose your assignment criteria such as State/Province, Company, or Lead Source.

Rule entries are evaluated in order, so place your most specific criteria first.

Define Assignment Criteria

Select the Field to evaluate (e.g., Lead: State/Province), choose an Operator (equals, contains, starts with), and enter the Value. You can add multiple criteria by clicking Add Filter Logic and using AND/OR operators.

Test your criteria with sample data to ensure it captures the right leads.

Set Assignment Target

In the User or Queue section, select who should receive leads matching this criteria. You can assign to a specific user by selecting their name, or to a queue for team-based assignment. Click Save to complete the rule entry.

Use queues for better load balancing when multiple team members handle similar leads.

Configure Email Notifications

Check Send email to the owner if you want automatic notifications when leads are assigned. For queue assignments, check Send email to the members to notify all queue members of new lead assignments.

Consider notification frequency to avoid overwhelming users with emails.

Test and Activate the Rule

Click View next to your rule name to review all entries. Create a test lead that matches your criteria to verify assignment works correctly. If satisfied, ensure the rule is marked Active and deactivate any previous assignment rules.

Always test with sample data before activating rules in production environments.

Enable Automatic Assignment

Go to Setup > Lead Settings and check Use active assignment rule for web-to-lead forms. For manual lead creation, users must check Assign using active assignment rules during lead creation or use the Assign Leads button.

Document the assignment process for your team so they know when rules apply automatically versus manually.

Common Issues & Troubleshooting

Leads are not being assigned automatically

Verify the assignment rule is Active and check that Use active assignment rule is enabled in Lead Settings. Ensure the lead data matches your rule criteria exactly.

Wrong user receiving assigned leads

Check the Sort Order of your rule entries. Rules are processed from lowest to highest number, and the first matching rule wins. Adjust the order or refine your criteria.

Queue members not receiving email notifications

Verify that Send email to the members is checked in the rule entry and confirm that queue members have valid email addresses in their user profiles.

Assignment rule not working for imported leads

When using Data Loader or other import tools, ensure the assignmentRuleHeader is set to use active assignment rules, or manually run assignment after import using the Assign Leads button.

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