Check, in order: the rule is Active; the path is spelled exactly as visitors type it (for non-regex rules the comparison is case-insensitive and ignores trailing slashes and query strings, but the rest must match); the address is not an existing page, shop, ordering or admin URL – redirects only run for addresses that would otherwise be a 404; and for regex rules that the pattern matches the whole path (/promo/(.*) will not match /promos/x, since the rule is matched with ^…$ around it). Exact rules take precedence over regex rules. The Hits column tells you whether the rule has ever matched.