# How to route Facebook leads to the right person

> Lead routing for Facebook lead ads: split by form, campaign or city, give each team its own channel, and choose between a hand-run rota and CRM round robin.
- **Author**: Marxx
- **Published**: 2026-11-07
- **Category**: Lead generation
- **URL**: https://marxx.ai/library-guides/how-to-route-facebook-leads-to-the-right-person

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Route Facebook leads by something the lead already tells you, such as which form they filled, which campaign they came from or which city they picked, and give each rule one named owner. Build the split into your forms first, because a router can only sort by what the lead data holds.

## Four ways to split leads

| Split by | How you set it up | Good for |
|---|---|---|
| Form | One lead form per product or branch | Teams with a different seller per product |
| Campaign | One campaign per region or offer | Regional teams, festival offers |
| City or answer | A form question, such as "Which city?" | One form, many local teams |
| Rota | Leads go to callers in turn | One team, one product, many callers |

You can combine them. Say Northwind Escapes sells Goa trips from Mumbai and Kerala trips from Bengaluru. One form per destination sends Goa leads to the Mumbai callers and Kerala leads to the Bengaluru callers.

## Step 1: build the split into the form

1. **Name forms so a caller can read them.** "Goa Dec 2026, 3N" beats "Form 14".
2. **Add one routing question** if one form serves many teams, such as "Which city are you in?" with fixed answers.
3. **Keep the answers fixed.** A free-text city field gives you "Bombay", "Mumbai" and "mumbai", and a router cannot match all three.

See [lead ad form templates](/templates/lead-ad-form-templates) for form layouts with a routing question.

## Step 2: give each team a channel

Post leads where the right team already works. An agency puts each client's leads in that client's own Slack channel, for example `#northwind-leads`. A brand with regional teams can do the same per region.

In Marxx, each client's leads go to one channel: the client's default, or a separate channel you pick for **New leads**. The message shows the form, ad and campaign, so callers in a shared leads channel can see at a glance whose lead it is. We make Marxx. See [how to get Facebook lead notifications in Slack](/guides/how-to-get-facebook-lead-notifications-in-slack) for setup.

## Step 3: pick a hand-run rota or CRM round robin

Round robin means leads go to each caller in turn: first lead to Priya, second to Karan, third to Asha, then back to Priya.

**By hand** works for small teams. Pin a rota in the channel. Each caller takes their turn and marks the lead contacted right after the call, so the next person skips it. Say 3 callers handle 45 leads a day. Each gets about 15, and one glance at the channel shows who has called what.

**In a CRM** the system assigns each lead automatically, and can skip people on leave. It suits 5 or more callers, or teams that need reports per caller.

| | Hand-run rota | CRM round robin |
|---|---|---|
| Setup | A pinned message | Configure the CRM |
| Cost | Nothing extra | Your CRM plan |
| Handles leave and shifts | Only if people update the rota | Usually yes |
| Fair split you can prove | Hard | Built in |

## Step 4: check the routing weekly

- **Look for unclaimed leads.** In Slack, any lead message without "✓ Contacted by" has not been marked from Slack. Check it.
- **Compare callers.** If one person gets twice the leads of another, fix the rota.
- **Watch the slow hours.** Leads at 10 pm need a rule too, even if it is "first call at 9 am".

Routing is only worth it if it shortens your [speed to lead](/glossary/speed-to-lead). Measure that before and after.

## FAQ

### Can I send different Facebook forms to different Slack channels?

With an automation tool like Zapier you can build one flow per form, each posting to its own channel. Tools that post all of a client's leads to one channel name the form in each message instead, so callers can still tell them apart.

### What is the simplest routing for a small team?

One leads channel, one pinned rota, and a rule that each caller marks a lead contacted as soon as they have called it.

### When do I need a CRM for routing?

When you have several callers, shifts and leave to plan around, or you need reports per caller.

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