Fundamental: Route Leads and Other Records Using MatchRules

Use any record fields to match incoming leads

Ed Ralph

Last Update 7 months ago

In this article, whenever we talk about 'leads' we are referring to any record from any object that you are assigning via SuperRoundRobin.

MatchRules are what governs whether a lead gets distributed to the Assignees in that MatchGroup.  A few concepts:


  • A MatchGroup with no MatchRules will receive all the leads (unless it is lower priority than another matching MatchGroup)
  • A MatchGroup can have several MatchRules
  • Multiple MatchRules can be evaluated with AND or OR logic - set at the MatchGroup level

A common request is can I use custom Lead fields?  Yes - check this guide on how to add custom fields to SuperRoundRobin.

Here is an example MatchRule that is set to match leads that have the Leadsource value == 'web'.  As this MatchRule belongs to the 'Web Sales Team' any matching leads will be distributed to Assignees in that MatchGroup.

Let's have a look at each field in turn


  • MatchRule Name: It's a good idea to give this a name that describes exactly what this MatchRule is doing
  • Field: This is the field on the Lead record that will be evaluated.  Most of the standard Lead fields are already in this lookup.  If you have custom Lead fields (or fields from other objects) that you want to match, add them on the Utility Tools Tab (learn more).
  • NOT: Use this to reverse the logic.  In the example above, if you checked this box it would match leads that did NOT have a Leadsource == web.
  • Operator: This can be either EQUALS, CONTAINS, GREATERTHAN or LESSTHAN.  Use the GREATERTHAN and LESSTHAN operators for comparing numerical fields.
  • MatchingValue: This is the value you are comparing to the value of the field you selected in Field.  You have several options here.  
    • Supply a list using the pipe | symbol.  e.g. Using EQUALS web|linkedin|hubspot|leadfeeder will match any of those items (it does an OR match the items in the list)
    • Zipcodes can be done this way as well e.g. 90210|90214|90222|90234...etc.  You can fit all the zipcodes in Florida in there if you wish!
    • Use the <empty> keyword if you want a match a blank value
    • If you are matching against Picklist values, use the API Name in the rule for the picklist item you want to match against.

So in this example, the Picklist Values (Tier1, Tier2, Tier3) are what appear on the UI and available for the user to select in the drop down.  Usually the Values and the API Name will default to the same thing.  If they are different, you need to use the API Name in the MatchingValue field as below:


Now let's look at combining MatchRules


Let’s say we have a team of six sales agents who are responsible for leads generated by the UK

website. Also, let’s say there is another specialist team that handles any leads

that are Industry = Healthcare, so we don’t want those.


This team will be called the UK Web Sales Team and a MatchGroup will be set up with

that name, and the six members will be added as the Assignees for that MatchGroup.

This setup will need three MatchRules:

  1. A rule to get all the leads where the Leadsource is ‘Web’
  2. Combined with a rule to match leads where the Country is ‘UK’
  3. Combined with a rule to ignore leads where the Industry is ‘Healthcare’

To finish off we need to specify whether these three MatchRules are to be evaluated as OR or AND.  Clearly in this situation we need to use AND because we are looking for leads that match all three rules.  So we head over to the MatchGroup settings, and select AND in the Advanced MatchRule Logic field:

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