Bot Routing Rules

Guide Overview: Why Route? 

Ownership of conversations is a powerful tool in your organization; Drift team gets that different sales reps have different territories and ownership across different things such as location, company size, and more. We want to make it possible for your customers to reach the right people as fast as possible. Drift does this with Routing Rules. Here's a comprehensive guide on how to get started connecting the right leads with the right teammates.


What's covered in this guide: 

  1. What are Routing Rules?
  2. Where do you configure Routing Rules?
  3. What is a Default Rule vs. a Conditional Routing Rule? 
  4. What is a Global vs. a Playbook routing rule? 
  5. How do you create create Routing Rules? 
  6. How do I check whether my Routing Rules are working? 


Conditional Conversation Routing rules and Bot Goals are Pro Plan and above. The Default Rule is available for all accounts.

1. What are Routing Rules? 

Routing rules determine when, where, and how participants (your teammates) are added into a conversation.

  • When: routing happens within a bot flow either because of a routing rule or because of a the Team Availability Bot Skill 
  • Where: specific routing rules can be invoked on a per Goal basis inside of playbooks
  • How: routing rules specify whether a single person or any member of a team (based on round-robin rotation) or custom group of participants can be added to conversation


2. Where do you configure routing? 

There are two main ways that Routing rules can be created and edited:

  •    Global Conversation Routing Rules in Team Settings: this includes both the Default Rule + Conditional Conversation Routing
  •    Visual Builder within specific Chat Playbooks: this includes the Routing Skill + Routing inside a Goal


3. What is a Default vs. Conditional Routing Rule

Your Default Rule is the fallback rule which is not conditional, and will always be bottom priority in your global rules. Typically this is the full-time support person or the admin who wants to make sure that no conversations fall through the cracks if none of the typical routing conditions are met. 

Your Conditional Rules are based on a host of different factors which you can customize as follows:  

  1. Geolocation - specific geographic areas assigned by countries or states
  2. Website behavior - # of visits on the site by session (not page view)
  3. URL - targeting or excluding by Path, Host, or Query parameters
  4. Firmographics -  # employees, revenue, and industry enriched from IP address
  5. Salesforce - account, contact, or lead owner based on SFDC integration
  6. Targeted Accounts - similar to Salesforce routing, but pulls in the Drift account owner 


These two types of rules live side-by-side in Team Settings under Conversation Routing:

Default Routing and Round Robin

The Default Conversation Routing Rule can be set to round robin between multiple people. You can see the round robin order and who is up next for the Default Rule by going to your Default Rule Settings and clicking on the Default Rule! You will also be able to see everyone in that rule's availability. 


4. What is a Global vs. a Playbook Routing Rule

A "Global" Routing Rule is any reusable routing rule that can be found from the list of Conversation Routing rules in Team Settings. A Playbook Routing Rule is the rule used inside of a playbook Routing Skill, whether you are invoking one of the Global Leader Routing Rules or you created a single instance of routing that is not named or saved anywhere. 

Here are some labeled examples of how to route with or without the global rules for your to wrap your head around:


Not Using the "Global" Conversation Routing Rules


Using the global leading routing rules:

There are lots of other options to explore within the dropdown, but let's stick to the necessities in this guide. "Using existing conversation routing rules" is the name of the option to invoke the global conversation routing rules in order or priority that you already set up. 


The options in the dropdown for the Route Conversation Skill inside of the Playbook Visual Builder works exactly the same:



5. How do you create Routing Rules? 

We've already done a quick overview of how to use routing inside the playbooks. But let's go over how to create those global and default conversation routing rules in detail!


1. To start, navigate from Settings > Team Settings > Conversation Routing, or head right to your rules from here and get rolling.


2. Click the Create New Rule button in the top right.


3. Choose a Targeting Filter

Select what condition you want your rules to be based on, we offer seven options: Where the lead is coming from, how they have behaved on your site, the URL parameters, what kind of company they are from, SFDC information like account ownership, ABM targeting, or the availability of online agents:


4a. Customize the Targeting condition

For the sake of this example, we will learn how to setup routing so that I receive all leads from European countries. I hit the Countries tab and choose the pre-filled regional targeting "Europe", among other continents.



We automatically grab the IP address of visitors that come to your website and can figure out what country or state they're coming from. It's like magic! 


4b. Add more filters if you want

At this time, you can't use multiple filters with the Salesforce and Targeted Accounts routing rules.


5. Choose Participants

To do this, you can either click Add Participant on the left sidebar or the green Save and Continue button in the top right. Now I look myself up and add myself as the participant in the routing rule:

Other options include round robining within a group (custom select multiple members) or an existing Team on your account:

This round robin feature is only available on the Company plan and above. 


6. Don't forget to Name your rule!

Finally, hit the green Publish button in the top right corner to save your rule!


7. Before you go, set up Routing Rule Priority. 

You can re-order these rules to choose which order they'll be evaluated in by clicking on the 6 dots that show up to the left of any rule you're hovering over.


6. Routing Rules not working? 


Check out the Routing Audit Log feature inside of the Conversation view! Whenever a routing rule is used, we explain why your teammate was added, including what Routing Rules they failed to match the were higher priority in the global Routing Rules list!


Since Routing rules respect availability, routing may fail when all participants in a rule are "away":


How does the Default Greeting get routed?

If you're wondering how the default widget routing works, check out the Routing the Default Greeting section of this doc on Setting up a Default Greeting.


Did this help answer your question?

thumbs up
thumbs down

Thanks for the feedback! 🙏🏽

Help by drift