Configure Routing Rules

Routing rules connect every visitor with the right rep, at the right time. In this guide, we’ll walk through routing rule configuration.

Create a Routing Rule

To configure a routing rule, head to Automate > Routing Rules and click Route a visitor.


Name your routing rule, and click Create.


You’ll see the routing rule configuration page:


For example, let’s route any visitor on our pricing page from the West Coast to the West Coast sales team.

Routing Conditions

Routing rules use visitor contact information to connect visitors with the right rep. You can create unique routing conditions that trigger custom routing rules.

Supported routing conditions include:

  • Geographic location
  • Active URL or series of page visits
  • ClearBit or 6Sense enrichment data (company name, size, industry, etc)
  • HubSpot owner information
  • Target account information

Let’s start by creating an example routing condition that connects visitors on the west coast with the west coast sales team.

Create a routing condition with the following criteria:

HubSpot Ownership

HubSpot is ServiceBell’s backbone for routing and personalized engagement. You can leverage HubSpot contact, company, and deal owner data to connect visitors with their dedicated agent.


If ServiceBell detects a HubSpot owner, the visitor routes to the HubSpot contact or company owner, before other agents (if you have fallback routing enabled.)

Fallback routing ensures you never miss an inbound request. If the HubSpot owner and/or the primary agent(s) selected aren’t available, visitors are optionally routed to a fallback group of agents.

Routing to Users or User Groups

If the HubSpot contact owner is not available, or you don’t want to route visitors to their HubSpot owner, you can route the visitor to a specific agent or user group.

Let’s route to the HubSpot owner first, and then we’ll round robin the lead amongst the West Coast sales team as a fallback option.


First Available vs Round Robin Routing

When routing a visitor to a group of agents, you can send alerts to the first available rep, or round robin alerts amongst your team.

  • First available: Alerts all agents in the group at once. Reps answer first come, first serve
  • Round robin: Randomly distributes leads amongst a group of reps

First available notifications are answered faster and more often than round-robin notifications, since a group is alerted at once, instead of one agent at a time. When optimizing for fast lead response time, choose “First Available”.

Routing to All Users, Specific Users, or Groups

Whether you choose first available or round robin routing, ServiceBell will route the visitor to all agents, a specific agent(s), or a custom User Group.


Select your desired agents from the picklist, as you can see below:


Routing Rule Priority

Routing rules are ordered by priority. If a visitor meets multiple routing conditions at once, they’re routed to the top-most active routing rule.

You can click and drag routing rules above one another to change the order of priority.