Source-based routing misses what it cannot match.

Where it goes wrong

• The spelling differs. Web and Website are two values. Test whether case matters in your org.
• The value is not in the picklist. Imports and APIs can write values the picklist does not hold. Entries are usually written from the picklist.
• The source is blank. A blank source matches no entry. See leads with no source.
• A sync rewrites the source after creation. The lead was routed on one value and now holds another. See the sync overwriting the owner.
• An entry above is broader. Salesforce stops at the first match. See entry order.

Equals takes a comma-separated list. One entry can cover several spellings.

Count it yourself

SELECT LeadSource, COUNT(Id) n FROM Lead WHERE CreatedDate = LAST_N_DAYS:90 GROUP BY LeadSource ORDER BY COUNT(Id) DESC

Put the result next to your entries. Every value needs an entry, or a place in a list. Then count leads where the source is blank.

SELECT COUNT(Id) FROM Lead WHERE IsConverted = false AND CreatedDate = LAST_N_DAYS:30 AND LeadSource = null

The free scan checks your export for:

• entries hidden behind broader ones
• values not in the picklist
• entries that can never match

No export access? Paste your rule entries instead.

A worked example

A made-up result: Web 400, Website 60, Webinar 35, Partner 20. A blank source has 45.

The rule has three entries: Web, Webinar and Partner. So 60 leads from Website and 45 from a blank source match nothing. They reach the default owner.

Change the first entry to a list, Web and Website. Write a last entry for the blank source and name who gets it.

Steps

1. Run the grouped count.
2. Write each value beside the entry that takes it.
3. Any value with no entry is a gap. Add it to a list or add an entry.
4. Add a last entry for the blank source.
5. Run the count again a month later. New values show up as new gaps.

See also: Route leads by score in Salesforce.

Questions

Why does my lead source rule miss some leads?

Web and Website are two values. Test whether case matters in your org. A blank source needs its own entry.

Can one entry cover several lead source values?

Yes. Equals takes a comma-separated list, so one entry can cover several spellings.