Routing & alerts
Routing decides who owns each qualified lead and where they hear about it. Rules are evaluated top to bottom, the first match wins, and every lead is delivered with its full session history so the first message is never cold.
On this page
How routing works#
When a visitor crosses the qualification threshold, Aurora evaluates your routing rules in order. The first rule whose conditions match assigns an owner and sends alerts to that rule's destinations. If no rule matches, the fallback rule at the bottom of the list applies — by default, the shared inbox.
A lead is routed once. If the same visitor keeps engaging, the owner receives activity updates in the same thread instead of new alerts, so nobody is double-notified and no two reps chase the same person.
Routing rules and the shared inbox are available on the Team and Scale plans. On Starter, every qualified lead goes to the workspace owner and the destinations configured under Settings → Alerts.
Conditions#
A rule can combine any number of conditions with all (AND) or any (OR) logic.
| Condition | Examples |
|---|---|
| Location | Country, region or state; time zone offset |
| Language | Browser language, such as de or pt-BR |
| Account | Company size band, industry, account score, domain in a named-account list |
| Score | Score above a value, for example a VIP rule for scores over 90 |
| Behavior | Visited a specific page, triggered a custom event, came from a campaign |
| Trait | Any trait sent with identify or synced from the CRM |
| Ownership | The account or contact already has an owner in the CRM |
Assignment methods#
| Method | How it assigns | Best for |
|---|---|---|
| Specific person | Always the same teammate | Named accounts, a single specialist |
| Round-robin | Rotates through a group in order | Evenly skilled teams with similar quotas |
| Weighted round-robin | Rotates with a share per person, such as 40 / 30 / 30 | Mixed seniority or part-time reps |
| Load-balanced | The group member with the fewest open leads | Teams where leads take very different effort |
| Territory owner | The rep assigned to the matching region or segment | Field and regional teams |
| CRM owner | The existing owner of the account or contact in your CRM | Expansion and existing relationships |
| Shared inbox | No owner; the first teammate to claim it | Small teams and overflow |
Round-robin and load-balanced methods skip teammates who are marked away in their profile or outside their working hours, if working hours are set. Skipped leads go to the next available person, not to the back of the queue.
Territories#
Territories map regions or segments to owners once, so you don't repeat the same conditions in dozens of rules. Define them under Routing → Territories, for example DACH → Lena, Nordics → Sofia, North America enterprise → Marcus. A routing rule set to Territory owner then looks up the right person automatically.
For a worked example, including how to keep strategic accounts with their owner and spread the rest fairly, read A routing rule that actually respects territories.
Destinations#
Each rule can send to several destinations at once. The owner is always notified; channels and tools are optional.
Slack#
Connect Slack under Integrations → Slack. Choose a channel per rule, or send a direct message to the assigned owner. Lead cards show the name or company, score, top three signals and the last pages viewed, with buttons to Claim, Snooze or Open in Aurora. Activity after the first alert is posted as a thread reply.
Microsoft Teams#
Install the Aurora app from the Teams app store and connect it under Integrations → Microsoft Teams. Teams destinations support the same channel and direct-message options and the same lead card actions as Slack.
Email#
Owners can receive an email per lead or a digest (hourly or daily). Emails include the same summary as chat alerts and a link to the full profile. Each teammate can change their own email preference under Profile → Notifications.
Shared inbox#
The shared inbox lists unclaimed leads for the whole team, sorted by score. Claiming a lead assigns it to you and removes it from everyone else's view. Unclaimed leads can be escalated automatically to a manager after a time limit you set, such as two business hours.
CRM and webhooks#
A rule can create or update a lead in Salesforce or HubSpot and assign the CRM owner — see CRM sync. For any other system, send a signed lead.assigned event to a webhook.
Quiet hours and alert limits#
Aurora is quiet by default: a lead only triggers an alert when it first qualifies. To protect your team's focus further, you can set quiet hours per destination, during which alerts are held and delivered as a single summary when quiet hours end, and a daily alert limit per person. Leads above the limit go to the shared inbox instead of being dropped.
Testing and auditing rules#
Choose Test rules above the rule list and pick any recent visitor. Aurora shows which rule would match, who would be assigned and which destinations would be notified — without sending anything. Every routing decision is also recorded on the visitor's timeline with the matching rule, so you can always answer “why did this lead go to Lena?”.