Distribution Rules: Automate Lead Assignment & Track Distribution in Shape

Getting a new lead into your CRM is only the first step. The next question is who should receive it and how quickly they can begin working it.

Shape’s Distribution Rules automate lead assignment based on the way your organization operates. You can route records to individual users, teams, or departments, apply filters, account for user eligibility, establish distribution caps, define business hours, and redistribute opportunities that aren’t being worked.

Managers can also track what happens after distribution, including who first received a record, who owns it now, how it was distributed, when it was assigned, and when follow-up began.

This gives teams control over both sides of lead distribution:

• How should leads be assigned?
• What happened after they were assigned?

What Are Distribution Rules in Shape?

Distribution Rules determine how applicable incoming records are assigned to users.

They can come into play when records enter Shape through sources such as:

• Automated marketing
• API integrations
• Lead providers
• Website and landing page submissions
• Imports, when configured to apply
• Other supported automated record-creation workflows

Distribution Rules are optional.

Some organizations want every new lead immediately assigned to a user. Others prefer records to enter Shape unassigned so a manager can assign them later or users can claim available opportunities.

Shape supports both approaches.

Why Automate Lead Distribution?

As lead volume grows, manually deciding who should receive every new opportunity becomes difficult to manage.

Automated distribution can help organizations:

• Get new leads in front of users faster
• Distribute opportunities more consistently
• Balance workload across users
• Route specialized opportunities to the right people
• Account for licensing or geographic eligibility
• Separate business-hours and after-hours workflows
• Prevent users from receiving more leads than they can reasonably work
• Redistribute neglected opportunities
• Track how records were assigned
• Measure what happens after assignment

A well-designed distribution strategy reduces the amount of manual work required from managers while giving users a more predictable flow of new opportunities.

Creating a Distribution Rule

Step 1: Go to Settings › Distribution Rules

Navigate to Settings and select Distribution Rules under the applicable Sales & Marketing settings.

From here, administrators can create, enable, disable, and manage Distribution Rules.

Step 2: Give Your Rule a Clear Name

Use a descriptive name, especially if your organization has multiple rules.

For example, California Purchase Leads is much easier to understand later than Distribution Rule 4.

Clear names also become more valuable when managers review distribution reporting and need to understand which process handled a record.

Step 3: Turn the Distribution Rule On

A rule must be enabled before it can actively distribute records.

If the toggle is Off, the rule is not active.

If it is On, Shape can use the rule when an applicable record enters the system.

Distribution Rule Order Matters

Shape evaluates Distribution Rules in the order they appear on the settings page.

When a new record qualifies for multiple rules, Shape processes the rules from top to bottom until it reaches the first applicable rule that can distribute the record.

Because of this, place your most specific rules above your broader rules.

For example:

Rule 1: California Purchase Leads
Filters:

• State = California
• Purpose = Purchase

Rule 2: All New Leads
No restrictive filters.

The California-specific rule should appear first.

Otherwise, the broader rule could distribute the record before Shape reaches the more specific California rule.

Choosing Distribution Recipients

Distribution Recipients determine who can receive records through the rule.

Depending on your configuration, you can distribute to:

• All applicable active users
• A specific user
• A team
• A department

After selecting your recipients, additional recipient options may be available to further refine who can receive the record.

Using Filters to Route the Right Leads

Filters allow you to create more targeted Distribution Rules.

For example, you may want to distribute leads differently based on:

• State
• Lead Source
• Record Type
• Product or service
• Campaign
• Status
• Other record information available to your system

A mortgage company might route California leads only to users eligible to work in California.

An insurance organization might route a particular product type to a specialized team.

A sales organization might send leads from a high-priority campaign to a dedicated group.

Understanding Distribution Filter Logic

Distribution filters use AND logic when multiple conditions are included.

For example, suppose a rule contains:

State = California
AND
Source = Purchased

The record needs to satisfy the applicable conditions for that rule.

A California record from another source would not qualify simply because the state matches.

Keep this in mind as you add more filters. The more conditions you add, the narrower the eligible audience becomes.

Keep Distribution Rules as Simple as Possible

It can be tempting to build a large number of complex rules immediately.

We recommend starting with the simplest configuration that accomplishes your goal.

Add one rule, cap, schedule, or filter at a time and monitor the results.

If something doesn’t behave as expected, a simpler configuration makes it much easier to identify which condition affected the distribution.

Once you’ve confirmed the workflow is behaving correctly, you can continue refining it.

Applying Distribution Rules to Imports

Imports do not necessarily behave the same way as newly generated leads.

When configuring a Distribution Rule, you can determine whether it should also apply to applicable imported records.

This can be useful when importing a large group of records that should immediately enter an established workflow.

For example, you may want imported records to:

1. Enter Shape.
2. Be assigned to the appropriate users.
3. Receive the intended status.
4. Begin the applicable automation or follow-up workflow.

If you do not want imported records automatically assigned through the rule, leave that option disabled.

Distribution Caps

Distribution caps help prevent individual users from receiving more new opportunities than your organization wants them to handle within a given period.

Caps can be useful when:

• Lead volume is high
• Users have different capacity
• Newer users should receive fewer opportunities
• Teams need a more controlled distribution strategy
• You want to maintain a more balanced workload

Applying the Same Caps to All Users

If everyone included in the rule should receive the same maximum number of records, use the option to apply the same caps to all applicable users.

Caps can be defined over supported periods such as:

• Hourly
• Daily
• Weekly
• Monthly

Once a user reaches an applicable cap, Shape takes that limit into account when distributing additional records.

Customizing Caps by User

Not every user has the same capacity.

An experienced salesperson may be able to effectively manage more new opportunities than someone who recently joined the team.

Use Customize Caps Per User when individual recipients should have different limits.

For example:

• User A: 20 new leads per day
• User B: 10 new leads per day
• User C: 5 new leads per day

This lets you keep everyone within the same Distribution Rule while accounting for different workloads.

What Happens When Users Reach Their Caps?

When a user has reached the applicable distribution cap, Shape can skip that user for additional distributions where the cap applies.

The exact behavior depends on the distribution method and configuration.

For example, a capped user may be skipped during Round Robin distribution or excluded from applicable QuickFire opportunities.

If no eligible recipient is available, records may remain unassigned and become available through your organization’s applicable unassigned-record workflow.

Setting Hours of Distribution

Not every organization wants leads distributed the same way 24 hours a day.

Hours of Distribution allow you to define when a particular rule should run.

This is useful when:

• Your sales team works defined business hours
• An after-hours team handles evening leads
• Weekend leads follow a different process
• After-hours records should remain unassigned
• Managers want different staffing strategies throughout the day

Enabling Hours of Distribution

Enable Add Hours of Distribution within the rule.

You can then configure applicable start and end times for the supported days of the week.

What Happens Outside the Distribution Schedule?

If a record enters Shape outside the rule’s configured hours, that rule will not handle it during that period.

You can create another Distribution Rule for the off-hours workflow or allow the record to remain unassigned.

For example:

Business Hours Rule: Monday through Friday during your normal sales hours. Distribute to the primary sales team.

After-Hours Rule: Evenings and weekends. Distribute to an after-hours team.

Or you could leave after-hours leads unassigned so they can be reviewed or claimed later.

Redistributing Neglected Leads

Initial assignment doesn’t guarantee that a lead will actually be worked.

Shape supports Redistribution Rules that can move records when defined follow-up expectations aren’t met.

You can create conditions based on activity such as whether the record:

• Has been called
• Has been opened
• Has been contacted
• Has received applicable activity
• Remains untouched

You can then define how long the original user has before redistribution occurs.

Supported timeframes can include minutes, hours, or days depending on the configuration.

Choosing Where a Redistributed Lead Goes

When configuring redistribution, select the Distribution Rule that should handle the record next.

You can also define how many times the record may be redistributed.

This allows organizations to create workflows such as:

1. New lead goes to the primary sales team.
2. User has a defined period to work it.
3. If required activity doesn’t occur, the lead is redistributed.
4. Another eligible user gets an opportunity to work it.

This helps prevent valuable opportunities from sitting untouched simply because the first assigned user wasn’t available.

Distribution Methods in Shape

Shape supports multiple approaches to getting records into users’ hands.

The right method depends on whether your organization values automatic assignment, speed to response, or user-driven claiming.

Round Robin Distribution

Round Robin automatically assigns records among the eligible recipients in the Distribution Rule.

As new records enter the rule, Shape rotates assignments across the applicable users while accounting for relevant settings such as eligibility and caps.

Round Robin is useful when you want:

• Automatic assignment
• Predictable distribution
• Balanced lead flow
• Minimal user interaction before assignment

QuickFire Connect

QuickFire Connect is designed for teams where speed to lead is especially important.

Rather than simply assigning the record and waiting for the user to notice it, Shape can notify eligible users of the opportunity.

Users can respond to the QuickFire notification and begin working the lead.

Depending on your configuration, QuickFire can use first-come-first-served or round-robin behavior.

Recipient options are based on the QuickFire configuration established in your Shape settings.

Shark Tank and User-Claimed Opportunities

Shape also supports Shark Tank for organizations that want users to actively claim available records.

Rather than automatically pushing every record to a user, Shark Tank can make eligible opportunities available for users to claim.

This is particularly useful for neglected leads, aged opportunities, or workflows where users earn or select additional records.

Shark Tank is configured separately from standard Distribution Rules, but its assignments can still appear in Shape’s distribution reporting.

Tracking Lead Distribution After Assignment

Creating the Distribution Rule is only half of managing lead flow.

Managers also need visibility into what happened after Shape attempted to distribute the record.

Shape provides distribution information through list views and reporting so you can investigate questions such as:

• Who received this lead first?
• Who owns it now?
• When was it distributed?
• How was it distributed?
• Which Distribution Rule or Shark Tank handled it?
• When did the team first contact it?
• When was the first outbound call made?
• Has ownership changed?
• How many call attempts have been made?

This is particularly useful when reviewing speed to lead, assignment questions, redistribution, and team accountability.

Contact Assignment & Distribution Report

The Contact Assignment & Distribution Report provides record-level visibility into lead assignment and follow-up.

Available information includes:

• Lead ID
• Lead Name
• Source
• Created Date
• First User Assigned
• Current User Assigned
• Last Distribution Method
• Last Distribution Date & Time
• First Contact Date & Time
• Last Call Attempt
• Total Calls
• Last Status

Instead of simply seeing who owns a record today, managers can use this report to better understand how the record reached that person and what happened afterward.

First User Assigned vs. Current User Assigned

These two fields help identify ownership changes.

First User Assigned identifies the first user who received the record.

Current User Assigned identifies the user currently responsible for the record.

These may be the same person.

However, they can differ when a record has been:

• Manually reassigned
• Redistributed
• Claimed through another workflow
• Moved as part of another supported assignment process

Comparing the two can help managers understand whether a record has changed hands since it originally entered the team.

Understanding Last Distribution Method

Last Distribution Method helps identify how the record was most recently assigned.

Depending on the workflow, configuration, and available data, this may identify an assignment method such as:

• A Distribution Rule
• Shark Tank
• Manual assignment
• Bulk assignment
• Another supported distribution process

When applicable, Shape can provide the specific Distribution Rule or Shark Tank name rather than only a generic distribution category.

For example, seeing Consumer Direct Purchase Leads is much more useful to a manager than simply seeing that some type of automated distribution occurred.

Because distribution methods and available values can vary as workflows evolve, use Last Distribution Method as the record’s reference point for understanding its most recent assignment path.

Last Distribution Date & Time

Last Distribution Date & Time shows when the record was most recently distributed.

Pair this with Last Distribution Method and Current User Assigned to answer: when was this lead last distributed, how was it distributed, and who has it now?

That combination is particularly useful when investigating individual assignment questions.

Using Last Distribution Method in List Views

Last Distribution Method is also available as a data point in supported contact list views.

This means managers don’t always need to start with a dedicated report.

You can add the applicable distribution information to your list columns and use supported filtering to narrow records based on how they were assigned.

For example, a manager may want to review records associated with a particular distribution process and then compare:

• Current status
• Assigned user
• Call activity
• First contact
• Other relevant CRM data

This makes distribution information useful as part of day-to-day list management, not just retrospective reporting.

Measuring Speed to First Contact

Fast lead distribution matters most when it results in fast follow-up.

The First Contact Date & Time provides visibility into when the first qualifying contact occurred.

Managers can compare record creation, distribution, and first-contact timing to better understand what happened after the lead entered Shape.

This can help distinguish between lead routing speed and user follow-up speed.

Those are related, but they aren’t the same thing.

A record could be assigned almost immediately but still sit untouched afterward.

Distribution reporting helps managers see both sides of that workflow.

Tracking the First Outbound Call

For organizations that specifically want to measure speed to the first outbound phone attempt, Shape also supports First Outbound Call as a date/time field in supported list and reporting views.

This value records the first outbound call made through Shape.

Unlike a “last call” field, it is intended to preserve that first outbound call timestamp rather than continually changing as more calls are made.

This makes it particularly useful for answering: how long did it take us to make the first outbound call after receiving the lead?

For sales organizations where speed to call is a key performance metric, this can provide a more specific measurement than broader contact activity alone.

Last Call Attempt and Total Calls

The Contact Assignment & Distribution Report also provides additional calling context.

Last Call Attempt helps identify the most recent applicable calling attempt.

Total Calls provides the total applicable call activity associated with the record.

Together with First Contact and First Outbound Call, these fields help managers understand whether a lead was merely assigned or actively worked afterward.

Troubleshooting: Why Did This User Get This Lead?

When someone asks why a particular user received a lead, work backward through the distribution information.

1. Check the Last Distribution Method. Determine which assignment process most recently handled the record.
2. Review the Distribution Date & Time. Confirm when the assignment occurred.
3. Compare First and Current Assigned Users. Determine whether the lead has changed ownership.
4. Review the Applicable Distribution Rule. If a Distribution Rule handled the record, review:
   • Rule order
   • Filters
   • Recipients
   • Caps
   • Distribution hours
   • User eligibility
   • Distribution method
5. Check User Availability and Eligibility. A user who appears to be part of a rule may not have been eligible at that moment because of applicable availability, caps, licensing, or other configuration.
6. Review Redistribution. If the current owner isn’t the original owner, determine whether a redistribution workflow or another assignment process moved the record.

This approach usually provides much more useful information than looking only at the current assigned user.

Troubleshooting: Why Didn’t This User Get the Lead?

When an expected user didn’t receive a record, review several areas.

Was the user included in the recipients? Confirm that the user, team, or department was part of the applicable Distribution Rule.

Did the record match the filters? Remember that multiple filter conditions use AND logic.

Had the user reached a distribution cap? A capped user may be skipped for additional assignments.

Was the rule active? An Off rule will not distribute records.

Was the record created during the rule’s distribution hours? If Hours of Distribution are enabled, the rule only applies during its configured schedule.

Was another rule above it a match? Distribution Rules are evaluated in order. A broader rule placed above a more specific rule can capture the record first.

Was the user eligible? Depending on your configuration, factors such as state eligibility or availability can affect whether the user can receive the record.

State Eligibility and Lead Distribution

For organizations that use state-based eligibility, Distribution Rules can take the user’s profile information into account.

When Follow User Profile State Eligibility is enabled, users should only receive applicable records for states where their profile indicates they are eligible.

This can be useful in industries where users operate across specific geographic or licensing areas.

Keep user profile eligibility information current so your Distribution Rules have accurate information to work with.

Record Pool and Unassigned Records

Not every record needs to be immediately pushed to a user.

If a record does not have an applicable distribution path or no eligible recipient is available, your workflow may allow it to remain unassigned.

Managers can review unassigned records and users may be able to claim applicable opportunities through supported pool or Shark Tank workflows.

This gives organizations flexibility when automatic distribution isn’t the right approach for every lead.

Best Practices for Lead Distribution

Put Specific Rules Before General Rules

Distribution Rules are evaluated in order.

Keep highly filtered rules above broad catch-all rules.

Use Clear Rule Names

A descriptive rule name helps during configuration and becomes even more useful when reviewing distribution history later.

Start Simple

Don’t launch a dozen overlapping rules, custom caps, schedules, and redistribution workflows at the same time if you don’t need to.

Build the core workflow first and add complexity as you validate the results.

Set Realistic Caps

More leads aren’t always better.

Set caps based on what users can realistically work while maintaining your expected response times and follow-up quality.

Account for After-Hours Leads

Decide intentionally what should happen when a lead arrives outside normal working hours.

Don’t let the answer be accidental.

Use Redistribution for Neglected Opportunities

If rapid follow-up matters, consider creating a second chance for leads that aren’t worked within your expected timeframe.

Monitor Distribution After Launch

Don’t assume a Distribution Rule is working perfectly because records are being assigned.

Use list views and the Contact Assignment & Distribution Report to review:

• Who receives leads
• How records are distributed
• Ownership changes
• First contact timing
• First outbound calls
• Call activity

Measure Assignment and Follow-Up Separately

A fast assignment doesn’t necessarily mean fast follow-up.

Review distribution timing alongside First Contact and First Outbound Call when speed to lead matters.

Make Changes One at a Time

If you need to adjust your distribution strategy, changing one major setting at a time makes it easier to understand the effect of each change.

Frequently Asked Questions

Can I Distribute Leads From a Specific Source Differently?+

Yes.

Add a Source filter to the Distribution Rule and configure the recipients and distribution behavior you want for that source.

Can Distribution Rules Route Leads Based on State?+

Yes.

You can use state filters and, where applicable, user profile state eligibility to help route records to the appropriate users.

What Happens If Multiple Distribution Rules Match the Same Lead?+

Shape evaluates Distribution Rules in the order they appear.

The first applicable rule that successfully handles the record determines its distribution.

This is why specific rules should generally appear above broad rules.

Do Distribution Rules Apply to Imports?+

They can.

When configuring the rule, determine whether you want it to apply to applicable imported records.

Can Different Users Have Different Distribution Caps?+

Yes.

Use Customize Caps Per User when recipients should have different hourly, daily, weekly, or monthly limits.

What Happens When a User Reaches Their Cap?+

Shape takes the cap into account when determining eligible recipients.

Depending on the distribution method, the user may be skipped for additional applicable opportunities until they are eligible again.

Can I Distribute Leads Differently After Hours?+

Yes.

Use Hours of Distribution to control when a rule runs and create additional rules when you want a different after-hours workflow.

Can Shape Redistribute a Lead That Isn’t Being Worked?+

Yes.

Redistribution can be configured based on applicable inactivity or follow-up conditions and a defined timeframe.

What’s the Difference Between Round Robin and QuickFire Connect?+

Round Robin automatically assigns records across eligible recipients.

QuickFire Connect alerts applicable users to the opportunity and is designed for workflows where rapid user response is important.

Where Does Shark Tank Fit In?+

Shark Tank is another way to distribute opportunities.

Rather than automatically assigning every lead, eligible users can claim available records through a Shark Tank workflow.

How Can I See How a Lead Was Assigned?+

Use the Last Distribution Method field in supported list views or review the Contact Assignment & Distribution Report.

Can I See the Specific Distribution Rule That Assigned a Lead?+

When available, Last Distribution Method should provide the applicable named distribution process rather than only a broad category.

The exact value depends on the assignment method and workflow.

Can I See Which Shark Tank Assigned a Lead?+

When applicable, Last Distribution Method should identify the specific Shark Tank associated with the assignment.

Can I See Who Originally Received a Lead?+

Yes.

The Contact Assignment & Distribution Report includes First User Assigned as well as Current User Assigned.

Can I See When a Lead Was Distributed?+

Yes.

Review Last Distribution Date & Time.

Can I Measure Speed to First Contact?+

Yes.

The Contact Assignment & Distribution Report includes First Contact Date & Time.

You can compare this with Created Date and distribution timing to evaluate how quickly the lead was worked.

Can I Measure Speed to First Outbound Call?+

Yes.

Shape supports a First Outbound Call date/time field in supported list and reporting views.

This provides a specific timestamp for the first outbound call made through Shape.

Why Didn’t a User Receive a Lead Even Though They’re Included in the Rule?+

Several factors can affect eligibility, including:

• Distribution caps
• Rule filters
• User availability
• State eligibility
• Distribution hours
• Recipient configuration
• Another Distribution Rule handling the record first

Review the applicable rule and user configuration when troubleshooting.

What Are the Dropdowns Associated With Record Types?+

These can be configured through Prioritization Rules in Settings.

Prioritization Rules allow you to organize applicable lists based on status and other filters.

Build a Lead Distribution Strategy You Can Actually Measure

A good lead distribution strategy does more than assign names to records.

It gets the right opportunities to the right people, controls workload, accounts for availability and eligibility, gives neglected leads another chance, and provides managers with enough information to understand what happened afterward.

Start with a straightforward distribution structure that reflects how your team actually works.

Then use Shape’s distribution reporting to validate the results.

Look at who received the leads, how they were assigned, whether ownership changed, how quickly users made their first outbound calls or contacts, and where opportunities may be getting stuck.

That closes the loop between configuring lead distribution and understanding whether your distribution strategy is actually working.