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process builder doesn't fire reliably on insert

I am trying to use Process Builder to update a Lead record on create or update. It fires OK on Update but it does not seem to fire on Create reliably.
To test, I am just sending an email alert to see when it fires and it seems to fire ok on:

1) Create in UI
2) Update in UI

It does NOT seem to fire on:
1) API Insert from a Form
2) Insert Leads using the Insert tool on the SF Lead Page (just 2 records) .

Is this still fundamenatlly Beta code..should I cut my losses and just do it all in a trigger?