Randomly assigning leads via Zapier

Lead assignment in Close is a great way to establish ownership of leads for your team to ensure that no lead slips through the cracks. In some cases, you'll have a defined set of criteria for lead assignment. If you don't, randomly distributing leads to users is a quick and easy way to get up and running.

Random lead assignment

What you'll need

To set up this zap, you'll need to have the following:

  • A Zapier account that allows for multi-step Zaps
  • Optional - a Business plan with Close for Groups (more detail below)

How it works, and when to randomly assign

If you're not familiar with lead assignment in Close, you'll want to check out our guide on assigning leads to users. If you are familiar with lead assignment in Close, you'll know that our goal here is to assign an active user to a user type custom field on the lead.

This zap will automate the following process you might handle manually today:

  • A new lead enters your system, or moves into a particular status
  • You have a set group of users that you want to reach out, or be assigned to, this lead
  • You select a user at random and update a custom field in Close

Setting up your Groups

If you're a team that has multiple job functions (BDR/SDR/AE) all working within Close, you'll likely want to set up a group for each set of users. Having groups configured will allow you to select a random user from a more specific group of users.

Setting up the Zap

Step 1 - Choosing your trigger

The first decision you'll want to make in setting up this zap is what is going to trigger the lead assignment.


Any of the above triggers would be great options for this Zap!

Here are some examples that many of our customers have set up:

  • Randomly assign the lead to a user when the lead is created
  • Randomly assign the lead an AE once the lead hits a particular opportunity status
  • Randomly assign the lead to a CSM once the lead becomes a customer

The choice here is yours - if you'd like some suggestions on the best trigger to use for your use case, reach out to our support team!

Step 2 - Selecting a random user

The core of this zap takes place in this action step. You'll use the Select Random User action as shown below.


Use the Select Random User action and choose the group(s) for the random selection.

One of your configuration options will be to select the group (or groups) to select a random user from. You can have multiple groups here in case your use case requires it.

Simply test the zap here and Zapier will pick a user at random to use in the next step.

Step 3 - Updating your lead

The last step here is to update your lead custom field with the user that was selected at random in the previous step. Use the Update Lead in Close action and select the the Lead ID from Step 1:


Selecting the lead that will be updated

and are updating the lead custom field named Lead Owner with the User ID value from Step 2 (random user):


Use the Update Lead action to assign your randomly selected user to the lead

Once you've done this, you're done! Go ahead and turn on the zap and you'll now have random lead distribution for your team!

But wait - will each user get the same number of leads?

One of the biggest concerns around lead distribution is the idea of being fair when assigning leads out to team members. Here are some things we've learned in setting up similar workflows for lots of customers.

  • If you look day to day, there will be some variability in your distribution. However, over time this will even out.
  • Random lead distribution is much easier to set up and manage than a round-robin lead assignment, but both can be done - for more information take a look at Round-robin lead assignment.
  • For teams that are mainly concerned about load management (number of leads per user), you can easily move users between groups to remove them from the available user pool. To do this, you'd simply duplicate your groups and name it something like "Sales Reps - No Assignment".

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