---
title: "Assign incoming leads randomly to sales reps"
description: "Make sure every incoming lead is handled by automatically assigning it to a random sales rep, with the built-in Automations or Zapier."
url: https://help.nocrm.io/en/articles/29-assign-incoming-leads-randomly-to-sales-reps
collection: "Workflow Automation"
updated: 2026-11-05
language: en
alternates: [fr, pt-br, it, es, de]
---

# Assign incoming leads randomly to sales reps

Make sure every incoming lead is handled by automatically assigning it to a random sales rep, with the built-in Automations or Zapier.

A lot of time and resources are spent on generating leads, but what happens once they come into your pipeline? Many businesses lose leads because no one stays on top of them and contact is made with significant delays.

This workflow automatically assigns incoming leads to your sales reps, so that no lead stays forgotten among the unassigned leads and your team can start managing them right away. You can set it up with the built-in Automations or with [Zapier](https://zapier.com/apps/nocrm-io/integrations).

> **Info:** **Note**: This is a simple assignment workflow. To build a more complex one that assigns a lead, sends an email, moves it to the next step, then sets it on standby for follow-ups, [read this tutorial](https://www.nocrm.io/no-code-academy/assign-lead-email-move-to-the-next-step-set-on-standby-for-follow-ups).

## How do you assign leads randomly with the built-in Automations?

Follow these steps:

1.  Click your avatar at the top right.
    
2.  Go to **Admin panel** > **Integrations** > **API & automations** > **Automations**.
    
3.  Click **New Automation**.
    
4.  In **Name your automation**, enter a name (for example "Assign new leads randomly").
    
5.  In **Start with the event**, choose `lead.creation`.
    
6.  In **Actions in noCRM**, choose **assign a lead**, then **Randomly among**, and select the users who should receive the leads.
    
7.  Click **Save and activate**.
    

> **Warning:** **Important**: The built-in Automations are only available in the Dream edition.

## How do you assign leads randomly with Zapier?

With Zapier, each new unassigned lead is assigned to a random user of your account, except administrators.

### Create your trigger

1.  Sign into your Zapier account and click **Create Zap** at the top left of the page.
    
2.  Select the **noCRM** app and choose the trigger event **New Unassigned Lead**.
    

![](https://ydncrm-www.s3.amazonaws.com/V2/No-code%20Academy/set-up-unassigned-lead.jpg)

### Connect your noCRM account

1.  Enter your account name (`https://AccountName.nocrm.io`).
    
2.  Enter your API key. To create one in noCRM, click your avatar at the top right, go to **Admin panel** > **Integrations** > **API & automations** > **API Keys**, click **Create an API Key** and name it.
    

![](https://ydncrm-www.s3.amazonaws.com/V2/Help%20Center%20V2/APIKey.png)

### Create your action

1.  Select the **noCRM** app and choose the action event **Call Simplified API**.
    
2.  Choose the noCRM account you already connected.
    

### Set up your action

1.  In the **Custom** tab, select the ID of the lead generated by the trigger.
    

![](https://ydncrm-www.s3.amazonaws.com/V2/No-code%20Academy/lead-set-up.gif)

2.  Choose **Assign lead randomly to any user in the account except administrators** as the Simplified API path.
    

![](https://ydncrm-www.s3.amazonaws.com/V2/No-code%20Academy/assign-lead-randomly.jpg)

Now every time you have a new unassigned lead, Zapier randomly assigns it to any user in your account except administrators and/or team managers.

> **Success:** **Best practice**: To give each sales rep the same number of leads instead of a random share, use a round-robin assignment, described in the Round Robin article of this section.