If you’re managing sales operations, you already know: routing leads is easy to set up, but a pain to measure. Are your leads getting to the right reps? How fast? Is anyone dropping the ball? If you’re using Leadangel to handle routing, you’ve got some tools built in—but you’ll need to know where to look and what really matters.
This guide is for ops folks, sales managers, and anyone who actually uses lead routing, not just talks about it in meetings. We’ll cut through the fluff and show you how to actually analyze what’s happening, spot issues, and build reports that help you fix things.
Step 1: Know What “Good” Lead Routing Looks Like
Before you fire up any dashboards, get clear on what you’re trying to measure. Lead routing isn’t just “did the lead go somewhere?”—it’s about:
- Speed: How fast do leads get to a human?
- Accuracy: Do they reach the right rep or team?
- Follow-up: Does someone take action, or does it vanish into a black hole?
- Fairness: Is the workload balanced, or is one rep drowning while another is twiddling their thumbs?
If you’re not sure what your baseline is, ask your team. They’ll tell you if leads are getting stuck or misrouted. Don’t rely on just one metric.
Pro tip: Don’t let “lead assignment rate” fool you. A 100% assignment rate just means the system didn’t error out—not that anything useful happened.
Step 2: Get Familiar with Leadangel’s Reporting Tools
Leadangel offers some native analytics, but let’s be real—they’re not going to wow your data team. Still, you can get a lot done with:
- Lead Routing Logs: Shows each lead’s journey—who it was assigned to, when, and sometimes, why.
- Assignment Performance Reports: Breaks down assignment volumes by rep, team, or territory.
- Routing Rule Analytics: Lets you see which rules are doing the heavy lifting (or causing trouble).
- API/Export Options: For when you want to yank the data and analyze it elsewhere.
What works: The logs are detailed and exportable. You can see every step a lead took.
What doesn’t: There’s not much in the way of built-in dashboards. Visualizations are limited. If you want more, plan to export and use Excel, Sheets, or BI tools.
Step 3: Pull the Data That Actually Matters
Don’t just run the default report and call it a day. Focus on pulling:
- Lead assignment timestamps (when the system touched it, when a rep accepted it)
- Lead owner/assignee
- Routing rule or criteria fired
- Status changes (did the lead get contacted, converted, or recycled?)
- Manual reassignments or overrides
- Missed SLAs (if you’re tracking response-time targets)
How to get it: - Use Leadangel’s export function on logs and assignment tables. - If you have CRM integration (Salesforce, HubSpot, etc.), pull downstream status changes too. - For more advanced setups, use the API to automate regular pulls.
Don’t bother with: Fluffy “engagement” metrics baked into some dashboards—unless you know exactly how they’re calculated, they’re usually just noise.
Step 4: Analyze for Speed, Accuracy, and Follow-Up
Here’s where most teams get stuck. Don’t just look for “number of leads assigned.” Dig into:
4.1. Speed (Time to Assignment)
- Measure how long it takes from lead creation to assignment.
- Spot any outliers—are some leads taking hours (or days) to route?
- Compare by lead source. Are website leads routed faster than trade show lists?
Red flag: If you see big delays, check your routing rules for bottlenecks or exceptions.
4.2. Accuracy (Right Rep, Right Time)
- Check how many leads are reassigned manually. High numbers mean the rules aren’t matching reality.
- Sample a few leads and sanity-check assignments—was it sent to the right territory, product specialist, or language speaker?
Red flag: Lots of manual “fixes” mean your routing logic needs a tune-up.
4.3. Follow-Up (Did Anyone Do Anything?)
- What’s the average time from assignment to first activity (call, email, status change)?
- How many leads languish with no follow-up for hours or days?
- Are some reps “hoarding” leads but not working them?
Pro tip: Set up a simple SLA—e.g., “Leads must be contacted within 2 hours”—and measure against it.
Step 5: Build Reports that Actually Help
You don’t need 37 pie charts. The best reports answer these questions:
- Where are leads getting stuck?
- Are some reps or teams overloaded (or underused)?
- Which routing rules are working, and which are causing headaches?
- Are we hitting our follow-up SLAs?
How to build useful reports:
- Keep it simple. Use tables, not just charts. Show the actual leads, not just summaries.
- Highlight exceptions. Flag leads that missed SLAs or were reassigned more than once.
- Compare over time. Are things getting better, worse, or just different?
- Bring in context. If you can, match routing data with sales outcomes. Are “poorly routed” leads less likely to convert?
If you’re not a reporting whiz, export to Excel or Google Sheets. Use filters and pivot tables. Don’t get fancy until you’ve got the basics down.
Step 6: Share Insights and Fix Problems
Lead routing isn’t a “set it and forget it” thing. Use your findings to:
- Tune routing rules. If certain rules cause delays or misassignments, fix them.
- Coach reps. If someone isn’t following up, have a conversation—don’t just blast out a report.
- Review regularly. Monthly is fine for most teams. Weekly if things are on fire.
- Document changes. When you update a rule, note why, and track if it helped.
What to ignore: Don’t chase every minor efficiency gain. Focus on fixing the bottlenecks and big misses first. Don’t optimize for the sake of optimizing.
Quick Troubleshooting: Common Leadangel Headaches
- Leads stuck “in routing”: Usually means a rule doesn’t match, or a rep is inactive. Check your rule order and rep status.
- Duplicate assignments: Sometimes integrations push the same lead twice. De-duplication is your friend.
- Missing data: If you’re not seeing timestamps or status changes, check your CRM sync—not all fields pull through by default.
Don’t be afraid to reach out to support, but expect some back-and-forth. Document what you see—screenshots help.
Keep It Simple—Iterate Often
The biggest mistake? Overcomplicating things. Start with the basics: Are leads getting to the right people, fast, and is someone following up? Build your reports around those questions. Tweak, measure, repeat. You’ll get way more value from a simple, honest report than a glossy dashboard nobody reads.
Lead routing is never “done”—but with the right approach, you’ll spend less time firefighting and more time actually helping sales close deals.