# Lead routing, auto-response and campaign management

*Platform Administrator Study Guide · Sales and Marketing Applications · Last updated September 26, 2026 · https://certifyforce.com/study-guide/platform-administrator/sales-and-marketing-applications/lead-automation-and-campaign-management*

How Web-to-Lead, lead assignment rules, lead queues and auto-response rules capture and route leads, and how campaigns, campaign member statuses, Primary Campaign Source and the Marketing User setting track marketing results.

- Certification: Salesforce Platform Administrator
- Exam section: Sales and Marketing Applications
- Study guide: https://certifyforce.com/study-guide/platform-administrator

**Official exam objective:**

> Describe the capabilities of lead automation tools and campaign management (for example: leads, lead convert, lead assignment rules, campaign, and campaign members).

## What the exam expects

- Route leads to users or queues with one active assignment rule and correctly ordered entries.
- Know when the active assignment rule runs: Web-to-Lead, imports, manual creation (assign checkbox checked by default), and edits only when the rep selects it.
- Acknowledge the prospect with a lead auto-response rule, not the owner notification on an assignment rule entry.
- Set up campaigns, add members in bulk, define responded member statuses, and grant Marketing User.
- Explain what conversion keeps for marketing: campaign history and Primary Campaign Source.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Active lead assignment rules | One at a time; many entries inside it | [Assignment Rule Guidelines](https://help.salesforce.com/s/articleView?id=sf.customize_leadrules.htm&language=en_US&type=5) |
| Reassign on edit | Only with Assign using active assignment rule selected | [Edit Leads](https://help.salesforce.com/s/articleView?id=sales.leads_edit.htm&language=en_US&type=5) |
| Active lead auto-response rules | One at a time | [Auto-Response Rules](https://help.salesforce.com/s/articleView?id=service.creating_auto-response_rules.htm&language=en_US&type=5) |
| Web-to-Lead volume | Up to 500 leads per day | [Web-to-Lead](https://help.salesforce.com/s/articleView?id=sales.setting_up_web-to-lead.htm&language=en_US&type=5) |
| Queue members | Users, roles, public groups, territories, connections, partner users | [Create Queues](https://help.salesforce.com/s/articleView?id=sf.setting_up_queues.htm&type=5) |
| Create campaigns | Edit on campaigns plus Marketing User | [Create a Campaign](https://help.salesforce.com/s/articleView?id=sales.campaigns_edit.htm&language=en_US&type=5) |
| Responded status | Counted in Responses in Campaign | [Member Statuses](https://help.salesforce.com/s/articleView?id=sales.campaigns_customize_member_status_parent.htm&language=en_US&type=5) |
| Add to Campaign from report | Needs Detailed Rows; fewer than 50,000 records | [Add Members from Reports](https://help.salesforce.com/s/articleView?id=sales.campaigns_reportwizard.htm&language=en_US&type=5) |
| Campaign hierarchy | Up to five levels | [Campaign Hierarchy](https://help.salesforce.com/s/articleView?id=sf.campaigns_hierarchy.htm&language=en_US&type=5) |
| Campaign ROI | (Value Won minus Actual Cost) / Actual Cost | [Campaign ROI](https://help.salesforce.com/s/articleView?id=sales.faq_campaigns_how_can_i_calculate.htm&language=en_US&type=5) |

## Check yourself

- What happens to a lead that matches none of the entries in the active assignment rule?
- Why doesn't the email template on an assignment rule entry acknowledge the prospect?
- Which two things must a user have to create a campaign?
- When does a campaign member count in Responses in Campaign?
- Which campaign gets Primary Campaign Source when a lead linked to several campaigns is converted?

## Sources

- [Guidelines for Assignment Rules](https://help.salesforce.com/s/articleView?id=sf.customize_leadrules.htm&language=en_US&type=5)
- [Set Up Assignment Rules](https://help.salesforce.com/s/articleView?id=service.creating_assignment_rules.htm&language=en_US&type=5)
- [Set Up Auto-Response Rules](https://help.salesforce.com/s/articleView?id=service.creating_auto-response_rules.htm&language=en_US&type=5)
- [Generate Leads from Your Website with Web-to-Lead](https://help.salesforce.com/s/articleView?id=sales.setting_up_web-to-lead.htm&language=en_US&type=5)
- [Create Queues](https://help.salesforce.com/s/articleView?id=sf.setting_up_queues.htm&type=5)
- [Display and Edit Leads](https://help.salesforce.com/s/articleView?id=sales.leads_edit.htm&language=en_US&type=5)
- [Campaign Member Statuses](https://help.salesforce.com/s/articleView?id=sales.campaigns_customize_member_status_parent.htm&language=en_US&type=5)
- [Create or Edit a Campaign](https://help.salesforce.com/s/articleView?id=sales.campaigns_edit.htm&language=en_US&type=5)
- [Add Campaign Members from Standard and Custom Reports](https://help.salesforce.com/s/articleView?id=sales.campaigns_reportwizard.htm&language=en_US&type=5)
- [How can I calculate the ROI for my campaigns?](https://help.salesforce.com/s/articleView?id=sales.faq_campaigns_how_can_i_calculate.htm&language=en_US&type=5)
- [Convert Qualified Leads](https://help.salesforce.com/s/articleView?language=en_US&id=sf.leads_convert.htm&type=5)
- [Considerations for Converting Leads](https://help.salesforce.com/s/articleView?id=sales.leads_notes.htm&type=5)
- [Understand Campaign Hierarchy](https://help.salesforce.com/s/articleView?id=sf.campaigns_hierarchy.htm&language=en_US&type=5)
- ['Assign using active assignment rules' checkbox always checked by default](https://help.salesforce.com/s/articleView?id=000385424&language=en_US&type=1)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 10 linked practice questions, and unlimited timed mock exams are included with the Platform Administrator pack (USD $19): https://certifyforce.com/practice-exams