Setup shows one assignment rule active on Leads at a time. Every brand shares it. Brand routing is a set of entries in that one rule, or flows beside it.
Where it goes wrong
- The lead does not name its brand. A rule needs a field to test. If a form leaves it blank, no brand entry matches.
- One brand's entry sits above another's. The first match wins. See entry order.
- Two admins edit one rule. A change for one brand can hide an entry for another.
- All brands share one fallback. Leads that match nothing reach one default owner. See leads going to the default owner.
- A brand queue is not enabled for Leads. Leads sent there cannot be owned by it. See a queue not receiving leads.
- A flow for one brand also sets the owner. Two systems then decide. See a flow overriding the rule.
Count it yourself
SELECT Brand__c, COUNT(Id) n FROM Lead WHERE IsConverted = false AND CreatedDate = LAST_N_DAYS:30 GROUP BY Brand__cUse the field you keep the brand in instead of Brand__c. A large group with no brand shows leads no brand entry can match. Decide where they should go, and write it as the last entry.
The free scan checks your export for:
- entries hidden behind broader ones
- entries after a catch-all
- queues not enabled for Leads
No export access? Paste your rule entries instead.
A worked example
A made-up org has two brands, North and South. A hidden field on each form sets the brand. One rule has an entry for each.
The grouped count shows North 520, South 410 and 70 with no brand. The 70 come from an old form with no hidden field, so no entry matches them. They reach the single default owner, who works only North.
Fix the old form first. Then write a last entry for leads with no brand. Send it to a queue both teams watch.
Decide the order
Put the most specific entries first. If brands share regions, test the brand before the region. Then check that no brand entry sits above another.
Steps
- Run the grouped count.
- Find the source of the leads with no brand.
- Add a last entry for them.
- Paste the entries into the scan to check order and overlaps.
Questions
Can Salesforce run a separate assignment rule for each brand?
Usually not. Setup shows one assignment rule active on Leads at a time, so every brand shares it. Brand routing is a set of entries in that rule, or flows beside it.
What breaks brand routing most often?
The lead does not name its brand, so no entry can test it. One brand entry can also sit above another and win first.
Have it checked every night instead.
Routing Forensics connects as a read-only user and checks this, and the rest of your routing, against your real leads. Three design partners get a free health report on their own CRM, free for 90 days: what is leaking, where, and what it is worth. Apply for a place.
Or check it now. The free scan reads your Salesforce export in your browser. Nothing is uploaded.