How To Merge Leads in Salesforce

Do you know how to manage the Salesforce lead assignment rules? 

The lead assignment rules for Salesforce are rules that will change newly-created and reassigned lead owners based on a set of rules that a system administrator has defined. These rules are responsible for ensuring that records of leads are assigned or reassigned to the correct queue or user. This will then allow proper action to be taken.

You need to bear in mind that Salesforce lead assignment rules will be assigned in a sequential manner. In order for the record owner to be determined, the first rule with record matching rule criteria will be used to make that determination.

Setting Up Lead Assignment Rules in Salesforce

  • You need to access the Setup and then click on Customize. This can be found at the top of the page.
  • You should then select Leads and then click on the Assignment Rules option.
  • By choosing New, you will be able to give your rule a name. If you want the name to apply to manually created leads via the email or web, you need to specify that during this stage.
  • You should then click on the New option. This will allow you to create the rule entries. During this stage, you will need to specify a few things.
  • The order field will enable you to specify the order of entry processing within a particular rule. Salesforce will then be forced to evaluate the entry sequentially in order to find a criteria match. After that, Salesforce will process the item in question. Where no match is found, the item will be reassigned to a default case owner, a lead import administrator, or a web-to-lead owner.
  • The criteria field is where you will specify the conditions that the lead should fulfill if it is to be assigned. The Criteria are met option allows you to select filter criteria threshold that must be met for rule to be triggered. You should use your organization’s default language to enter the filter values. The Default Language setting will enable you to readjust the language used to the default to ensure that the filter criteria are evaluated. The formula evaluates to true setting will enable you to set a formula that returns either a false or true value.
  • On the User field, you will be able to define which user or queue a lead is assigned to if it meets the set conditions. The users must be active. They should also have “Read” permissions on the leads.
  • The Do Not Reassign Owner field will ensure that when a lead is updated, it will not be reassigned to the current owner.
  • The Email Template field is where you can specify the kind of template to be used for emails sent to new owners. If no specification is made, no emails can be sent. An assigned lead is sent in form of notification to the Queue Email address that has been specified for a particular queue or its members.
  • Once you have created the rule entries, you need to click Save. You can also click on Save & New if you want to save that entry and create another one.

Management of Salesforce Lead Assignment Rules


  • You need to have access to the View Setup and Configuration settings if you want to view assignment rules.
  • You need to have access to the Customize Application settings if you want to change assignment rules.

Viewing and Editing of Lead Assignment Rules

  •  Next to the rule name, there is the Rename option. You need to click on this option. You will then be able to edit the lead assignment rule name.
  • In the list of rules, select the rule name whose entries you want to edit. If you want to add another entry then click on the New option and select Edit. On the other hand if you want to delete an entry, you should select the Del option instead of edit. The Reorder option can be used to change the order for application of entries.

When Lead Assignment Rules Will Be Triggered

Two major activities help to trigger Salesforce lead assignment rules. The first is through the web-to-lead submissions. When you utilize the web-to-lead form in order to create leads, the active assignment rule will be triggered.

The second trigger is usually manual. When you or any other authorized user edits leads, you can trigger the lead assignment rule. During this time, you can check the “Assign using active assignment rule” option. When you do that, the lead assignment rule will trigger the lead assignment. Read more about Salesforce trigger best practices.

What you should know when managing lead assignment rules for Salesforce

You need to be aware of the position of the lead assignment rules in the grand scheme of things in the Salesforce universe. The lead assignment will be processed after the Validation rules. After that will be the Auto-response rules, then the workflow rules with immediate actions. Last will be the Escalation rules.

If you want to catch leads that previous rule entries did not assign in Salesforce, you need to create a rule entry with no criteria as the last entry. This entry will then catch any leads that slip through the cracks. You will therefore have an error-proof rule.

Real World Application of Lead Assignment Rules Management

When you learn how to manage lead assignment rules, you will be able to capture your website leads, transfer them to Saleforce and then turn the information to new lead records using the web-to-lead mechanism. This will save you from doing repetitive data entry. You will also be able to reply to any queries that a prospect puts forth immediately.

Management of lead assignment rules also allows you to assign different leads to the right team members within your organization. This allows for personalized care of each prospect.

Lead assignment rules when managed will enable you to utilize auto-responders to set customer expectations. This will enhance your customer care service.

Bottom Line

Your business will benefit tremendously from the effective management of lead assignment rules. You should therefore employ Salesforce lead assignment rules if you want to raise your business sales and revenues. Related Leads imformation is available on how to merge leads in salesforce page.
Amanda is the Lead Author & Editor of Rainforce Blog. Amanda established the Rainforce blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Salesforce usage.