An assignment rule decides the owner when it is asked to. It is not a watcher. Edit a lead so that it now matches a different entry, and nothing changes. Nothing asked the rule to look again.
When the rule does run
- A lead created by Web-to-Lead, where the form is set to use the active rule.
- A lead created by hand, when the box to use the active assignment rule is ticked.
- An import or an integration that asks for the rule. The import wizard option, the Data Loader setting, or the rule header on an API call.
When it does not
- A lead edited after it was created, unless the edit asks for the rule.
- A bulk update that changes the country, source or status the rule reads. The owner stays where it was.
- A flow that updates those fields. Check whether your flow also asks for the rule. Doing so usually takes code that sets the assignment rule option on the save.
What this looks like
Leads whose values now match one entry but whose owner came from another. A lead created with no country, then filled in later, is the common case. It was routed to the catch-all and stays there. See leads going to the default lead owner.
Check it yourself
Pick ten leads that were edited after creation. For each, compare the owner with what the rule would choose today. Walk the entries in order and see which matches first. A mismatch on more than the odd lead means the rule is only ever asked once.
If leads should be re-routed on edit, do it in one place and on purpose. Make sure no second flow overwrites the owner afterwards.
The free scan cannot count which leads were edited after they were created. It checks the setup behind it.
A made-up example
See leads going to the default owner. A lead arrives from a form with no country. The rule sends it to the catch-all queue. A rep later adds the country as Germany. The lead now matches the DACH entry. It stays in the catch-all queue, because nothing asked the rule again.
Decide who asks for the rule
| Source of the change | Who asks for the rule |
|---|---|
| A rep editing one lead | The rep, by ticking the box if the page offers it |
| An import | The person running it, with the wizard option or Data Loader setting |
| A flow updating fields | The flow builder, with extra code |
Pick one route and write it down. Two routes that re-run the rule can fight. Check the flow overriding the rule too.
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.
The free scan cannot count which leads were edited after they were created. It reads your routing setup in your browser. Scan your Salesforce or HubSpot routing. The nightly check, open to design partners, counts it.