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Explanation

Salesforce allows you to create “lead assignment rules” that automatically assign different owners to leads depending on custom criteria. However, sometimes these rules don’t work right off the bat due to a specific bug in Salesforce. The steps outlined here should resolve the issue.

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Steps

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Ensure you have an active lead assignment rule

Navigate to the Setup page in Salesforce by clicking the settings icon in the top-right corner of any Salesforce page.
active-lead-assignment-rule-step-1
Search for Lead Assignment Rules in the sidebar.
active-lead-assignment-rule-step-2
You should see at least one rule with a checkmark under the Active column.
active-lead-assignment-rule-step-3

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Toggle the rule off and on

In the Lead Assignment Rules page from the previous step, click on the name of your rule and then select Edit. Uncheck the checkbox next to Active to temporarily deactivate the rule.
toggle-rule-off-on-step-2
Click Save. Then click Edit again, re-check the checkbox next to Active, and then choose Save.

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Test that leads are assigned correctly in the UI

Navigate to the Leads page in Salesforce. You can get there via the app launcher.
test-leads-correctly-assigned-step-1
In the top-right corner of the screen, select New to create a new lead.
test-leads-correctly-assigned-step-2
Check the Assign using active assignment rule checkbox in the lower-left corner.
test-leads-correctly-assigned-step-3
Fill out the required lead fields with values that should trigger the lead assignment rule you created and then click Save in the bottom-right corner. Lastly, verify that the lead was assigned to the correct owner.