Lead distribution

Administration → Lead Distribution.

A lead that sits unassigned for an hour is usually lost. Distribution is what makes assignment happen in seconds without anyone watching a queue.

How a rule works

Rules are evaluated in priority order. The first rule whose conditions match the lead wins, and that rule decides the owner. If no rule matches, the lead stays unassigned and appears in the unassigned queue.

A rule has three parts:

1. Conditions — which leads it applies to (source, product, location, pipeline)
2. Strategy — how it picks a person
3. Targets — the pool it picks from

Strategies

Round robin

Each eligible person in turn. The fairest default and the right choice for most teams.

The cursor is stored on the rule, so it survives restarts — nobody gets skipped because the server restarted at the wrong moment.

Weighted

Each target has a weight. A target with weight 3 receives roughly three times as many leads as one with weight 1.

Use this when your team genuinely differs in capacity — a senior closer working large deals may want fewer leads than a junior working volume.

Load balanced

Assigns to whoever currently has the fewest open leads. Self-correcting: someone who closes quickly gets more work automatically.

Good for teams where lead complexity varies a lot.

Conditions

Restrict a rule to leads matching:

• Source — route Google Ads leads to one desk, referrals to another
• Location — territory routing
• Product — specialist teams
• Pipeline — where you run several sales processes

Leave conditions empty for a catch-all rule, and give it the *lowest* priority so it only receives what nothing else claimed.

Caps and working hours

Daily cap

Per target. Once someone hits their cap, routing skips them for the rest of the day.

Without caps, round robin will hand your best performer far more than they can work properly on a busy day.

Working hours

Set on the rule. A lead arriving outside them is held and assigned when the window opens — or handed to a fallback owner if you set one.

The fallback owner

Set one on every rule. It is where a lead goes when everyone is capped, off-shift or unavailable.

A rule without a fallback can silently leave leads unassigned, which is precisely the failure distribution exists to prevent.

Checking it works

Administration → Lead Distribution shows, per rule, how many leads it has assigned and when it last fired.

If a rule shows zero assignments, the usual causes are:

1. No eligible targets — check Distribution eligible on each user
2. A higher-priority rule is claiming everything
3. Conditions that no real lead matches

The distribution event log on each lead shows exactly which rule assigned it and why.