How to Configure Hubspot Conversation Routing Rules

Routing messages to the right inbox users is essential for fast support in Hubspot. This guide walks you through setting up conversation routing rules so emails, chats, and form submissions reach the correct owners every time.

The information below is based on the official documentation at Hubspot conversations routing rules, rewritten in a clear, step-by-step format.

Understanding Hubspot Conversation Routing

Conversation routing in Hubspot controls which team members receive new messages coming into a connected channel in the conversations inbox.

You can configure routing rules for:

Team email channels
Chat channels (live chat and bots)
Form channels connected to the inbox

When configured correctly, Hubspot will automatically assign new threads to specific users or teams, and can also set the contact owner when no owner exists.

Prerequisites for Using Hubspot Inbox Routing

Before you set up routing rules, make sure your Hubspot account and inbox are correctly configured.

A connected channel (team email, chat, or form) added to the conversations inbox
The users you want to route to are active Hubspot users
Teams are created if you want to route by team instead of by individual users

Only users with the appropriate permissions for the conversations inbox can update routing settings.

Accessing Routing Settings in Hubspot

All routing options are configured from the channels area of the inbox settings.

In your Hubspot account, navigate to Settings (gear icon).
In the left sidebar menu, go to Inbox > Inboxes.
Select the relevant inbox if you have more than one.
Open the Channels tab and choose the channel you want to edit (team email, chat, or form).

Each channel type in Hubspot has its own specific routing options, described below.

Set Hubspot Routing for Team Email Channels

Team email channels allow shared email addresses (like support@company.com) to live inside Hubspot. You can route incoming email to the correct owners automatically.

Choose Email Assignment Options in Hubspot

In the inbox channels list, click your team email channel.
Open the Routing section.
Select one of the following assignment options:
- Unassigned – emails arrive in the inbox without an owner for a user to pick up.
- Specific users and teams – route incoming email round-robin to selected users or teams.
- Contact owner – assign emails to the existing contact owner when one is set.

When you choose specific users and teams, Hubspot will distribute conversations evenly among those selected users according to availability settings.

Configure Additional Team Email Routing Rules

Depending on your subscription, extra routing controls may be available in Hubspot:

Fallback assignment – choose who receives conversations when no selected user is available.
Automatic contact owner assignment – set the contact owner when one is missing, based on the conversation assignment.
Office hours awareness – ensure conversations are only routed to users during their set working hours.

Review these options and align them with your support workflow to ensure Hubspot behaves consistently for all incoming team emails.

Set Hubspot Routing for Chat Channels

Chat channels in Hubspot handle live chat widgets on your website as well as bot-based conversations. Routing determines who receives new chat threads started by visitors.

Access Chat Routing Settings in Hubspot

From the inbox channels area, select your chat channel.
Open the Routing or Assignment section (label may vary slightly).
Choose how chats should be assigned when a new conversation begins.

Chat Assignment Options in Hubspot

Hubspot typically offers similar assignment modes for chat as for email:

Unassigned – chats enter the inbox with no owner.
Specific users and teams – route to a defined list of users or teams.
Contact owner – assign to the owner of the contact once they are known.

For live chat support, routing to specific users and teams with round-robin distribution is often the most effective setup in Hubspot, especially when combined with availability and presence settings.

Use Bots with Hubspot Chat Routing

If you are using chatflows with bots, Hubspot can transfer conversations from the bot to a human when certain conditions are met. In these cases:

Open the specific chatflow configuration.
Check the handoff or assign to team member action.
Choose the same users or teams used in your chat channel routing or define a custom assignee list.

This ensures that when a bot hands off a conversation, the routing behavior stays consistent inside Hubspot.

Set Hubspot Routing for Form Channels

Form channels let you send submissions from specific forms directly into the conversations inbox. Routing controls which users receive these new threads in Hubspot.

Connect Forms to Hubspot Inbox

In Settings > Inbox > Inboxes, open your inbox and go to the Channels tab.
Click to add or edit a form channel.
Select which existing forms should send submissions into the inbox.

Form Submission Assignment Rules in Hubspot

After connecting forms, configure routing:

Open the form channel’s Routing section.
Choose an assignment option:
- Unassigned
- Specific users and teams
- Contact owner
Save your changes so new submissions follow these rules in Hubspot.

Using the contact owner option can be powerful when forms are used by existing customers, while specific users and teams are better for general lead capture.

Best Practices for Hubspot Routing Rules

To keep your support process smooth, apply these best practices when configuring routing in Hubspot.

Align Hubspot Teams with Real Workflows

Create teams that mirror real departments (Support, Sales, Success).
Route channels to the correct teams rather than only to individuals.
Use round-robin within teams so workload stays balanced.

Use Availability Settings in Hubspot

Encourage users to keep their status current in Hubspot.
Leverage office hours where available, so conversations do not route to offline users.
Configure fallbacks so there is always someone to receive new conversations.

Review Hubspot Routing Regularly

Audit which channels exist and who they route to.
Update team structures after role changes or hiring.
Monitor response times to spot routing issues early.

Troubleshooting Hubspot Routing Issues

If conversations are not being assigned as expected in Hubspot, check the following:

Confirm the conversation is coming from the correct channel (email, chat, or form).
Verify routing settings for that specific channel are saved and published.
Ensure selected users still have access to the inbox and are active.
Check if the contact already has an owner that could override other assignments.

For more detailed troubleshooting and the latest product-specific behavior, refer to the official Hubspot routing documentation.

Next Steps to Optimize Your Hubspot Setup

Once routing rules are in place, you can continue optimizing your Hubspot environment by refining SLAs, building automation, and improving reporting.

If you need strategic help designing a scalable inbox and routing architecture, you can explore expert services at Consultevo, a consultancy focused on CRM and automation optimization.

Properly configured conversation routing ensures every incoming message in Hubspot reaches the right person quickly, improving customer experience and internal efficiency.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

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