Update Profile Node
The Update Profile node writes data to a profile's record — either updating an Attribute value or adding/removing a Tag. It works silently behind the scenes: no message is sent to the profile, and they continue through the flow without any visible action.
This is one of the most versatile nodes in Marketing Automation. It's how you enrich profile data, mark milestones, control flow re-entry, and keep your audience data fresh — all automatically.
In this Article
When to use the Update Profile node
Use the Update Profile node whenever your flow needs to change something on a profile's record. Here are some common scenarios:
Mark a profile with information that it completed a flow
At the end of a welcome flow, add a tag "Onboarding complete". Later flows or segments can check this tag to avoid sending the welcome series again.
Tag engagement level after a check
Check Profile node → Yes (clicked): Update Profile → add tag "Engaged". No (didn't click): Update Profile → add tag "Non-responsive". Use these tags for future segmentation.
Update an interest or category attribute
A profile clicks a link about a specific product category → the flow triggers → Update Profile sets the "Category Interest" attribute to "Running Shoes". Future emails can personalise based on this value.
Apply a Termination Tag to eject from another flow
Profile completes a purchase → Update Profile adds the tag "Purchased". Another active flow (e.g. an abandoned-cart flow) has "Purchased" set as a Termination Tag → the profile is immediately removed from that flow. See Termination Tag pattern below.
Data hygiene — clear outdated values
A profile enters a re-engagement flow → they don't respond → Update Profile clears the "Last Campaign Interest" attribute, so future flows don't personalise based on stale data.
Attributes vs. Tags — which should I update?
The Update Profile node can update either Attributes or Tags. Here's when to use each:
| Attributes | Tags |
What it is | A data field with a value — text, number, date, or true/false. For example: "Company Name = Apsis" or "Category Interest = Running Shoes". | A label that's either present or absent — like a sticker. For example: "VIP" is on the profile, or it isn't. No value, just on/off. |
Update action | Set a value (overwrites the existing value) or clear it (removes the value entirely). | Add a tag to the profile or remove a tag from the profile. You can add/remove multiple tags in a single node. |
Best for | Storing data that changes over time or has multiple possible values: interest categories, lead scores, dates, source tracking, lifecycle stages. | Binary markers (yes/no states): "Onboarding complete", "VIP", "Has purchased", "Flow X completed", "Non-responsive". |
Use in segments | Attribute conditions: "Value > 100", "Category Interest = Running Shoes". | Tag conditions: "Has tag VIP", "Does not have tag Onboarding complete". |
💡 Tip — When in doubt, use a Tag
If you just need to mark that something happened (flow completed, email clicked, purchase made), a tag is simpler and faster to set up. Use attributes when you need to store a specific value — like which category, how much, or what date. You can Hide Tags you no longer need.
Setting up: Update an Attribute
Drag the Update Profile node onto the canvas and click it to open the configuration panel.
Select "Attributes".
Choose the attribute you want to update from the dropdown.
Choose the action:
Update value — enter the new value. This overwrites whatever value is currently stored.
Clear value — removes the current value entirely, leaving the attribute empty.
Optional: Add more attribute updates. You can update multiple attributes in a single node — click the add button to add another attribute update.
⚠️ Important — Attribute updates overwrite existing values
When you update an attribute, the existing value is completely replaced with the new value. There is no "append" or "add to" option. For example, if a profile's "Category Interest" is currently "Hiking Boots" and you update it to "Running Shoes", "Hiking Boots" is gone.
If you need to track multiple interests, consider using separate attributes (Interest 1, Interest 2) or using Tags instead (one tag per interest).
Setting up: Add or remove Tags
Click the Update Profile node and select "Tags".
Choose the action:
Add tag — applies the tag to the profile. If the profile already has the tag, nothing changes (it's idempotent).
Remove tag — removes the tag from the profile. If the profile doesn't have the tag, nothing changes.
Select an existing tag from the dropdown, or create a new tag directly in the node by typing a new name.
Optional: Add more tag actions. You can add and remove multiple tags in a single node. For example, add "VIP" and remove "Prospect" in one step — useful when a profile transitions from one status to another.
💡 Tip — Create tags with a naming convention
Use a consistent prefix for tags created by Marketing Automation flows — for example MA: Onboarding complete, MA: Engaged Q1, MA: VIP. This makes it easy to identify automation-generated tags when browsing profiles or building segments.
Common pattern: Update Profile + Termination Tag
One of the most powerful uses of the Update Profile node is applying a tag that acts as a Termination Tag in another flow. This lets one flow remove profiles from a different active flow.
How it works
Flow A (e.g. an abandoned-cart flow) has a Termination Tag configured in its Flow Settings → Terminate. For example: tag "Purchased".
Flow B (e.g. a post-purchase flow) includes an Update Profile node that adds the tag "Purchased" to the profile.
When a profile completes a purchase and enters Flow B, the Update Profile node adds the "Purchased" tag. Because this tag is the Termination Tag in Flow A, the profile is immediately removed from Flow A — even if they're mid-journey.
This pattern is essential for keeping your flows coordinated. Without it, a profile who purchases could continue receiving abandoned-cart reminders — which is a poor customer experience.
💡 Good to know
Termination Tags are checked in real time. The moment the tag is applied to a profile (via Update Profile, import, or API), any flow that uses it as a Termination Tag will immediately remove that profile. See Key Terms Glossary → Termination Tag.
What the Update Profile node can't do
To avoid confusion, here's what the node does not support:
Action | Alternative |
Update Subscriptions (consent) | Subscription changes must be made by the profile themselves (via consent forms or unsubscribe links) or via the API. The Update Profile node cannot change a profile's subscription status. |
Append to an attribute (add without overwriting) | The node always overwrites. If you need to maintain a history, use Tags (one per value) or use separate attributes (Interest 1, Interest 2, etc.). |
Increment a number (add +1 to a counter) | The node sets a fixed value, not a relative one. You cannot set "Lead Score = current value + 10". You'd need to know the target value. Consider using the Achievement node as it might be a better option. |
Write event data to an attribute | The node sets a value you define manually — it can't dynamically pull data from the triggering event. If you need to write event data to a profile, use the Webhook node to send data to an external system that can update the profile via the API. |
Troubleshooting: Profile data not updating?
If profiles are passing through the Update Profile node but the data doesn't seem to change, work through this checklist:
Check this | Why it matters |
Is the node correctly configured? | Click the node and verify the attribute/tag, action, and value are set correctly. An unconfigured node does nothing. |
Are you checking the right attribute or tag? | Make sure you're looking at the same attribute/tag in Audience that the node is configured to update. A common mistake is having two similarly named attributes (e.g. "Category" vs. "Category Interest"). |
Is the flow Active and are profiles reaching the node? | Check the Node Stats. If "passed through" is 0, profiles haven't reached the node yet — the issue is upstream. |
Was the value overwritten by a later node or flow? | If another Update Profile node further in the flow (or in a different flow) updates the same attribute, it will overwrite your value. Check all flows that touch this attribute. |
For TAGs: is the TAG being added AND removed? | If the same node (or a later node) both adds and removes the same tag, the result depends on the order. Check all Update Profile nodes in the flow for conflicting tag actions. |
Check timing | Profile data updates happen in real time, but there may be a brief delay before the change is visible in the Audience UI. Refresh the profile view after a few minutes. |
Tips & best practices
Use tags to mark flow completion. Add a tag like "MA: Welcome flow complete" at the end of every flow. This makes it easy to check if a profile has been through a specific journey — using a Check Profile node or a segment condition.
Use Update Profile on both sides of a branch. After a Check Profile or Wait for Event node, update the profile on both the Yes and No paths — tag "Engaged" on Yes, tag "Non-responsive" on No. This enriches your data for future segmentation.
Be careful with attribute overwrites. If multiple flows can update the same attribute, the last flow to run wins. Document which flows update which attributes to avoid unexpected data loss.
Combine adding and removing tags. When a profile transitions status (e.g. from "Prospect" to "Customer"), add the new tag and remove the old one in the same Update Profile node. This keeps your tag data clean.
Use the Termination Tag pattern for flow coordination. Whenever two flows can be active for the same profile (e.g. nurture + abandoned cart), use Termination Tags to make sure the right flow stops when the profile converts.
Create tags directly in the node. You don't need to pre-create tags in Audience — type a new tag name in the node and it's created automatically. But do follow a naming convention so tags stay manageable.
Don't overload a single node. While you can add many attribute updates and tag changes in one node, keeping it to 2–3 changes per node makes the flow easier to read and debug. Use multiple Update Profile nodes if needed.
Related articles
Marketing Automation Nodes — Overview of every node type.
Profile Data in Nodes — How attributes, events, tags, and segments work within nodes.
Check Profile Node — Often used before Update Profile to branch, then update both paths.
Wait for Event Node — Tag profiles based on whether they responded or timed out.
Achievement Node — An alternative for recording milestones with points and types (MQL/SQL/PQL).
Add to Flow Node — Often paired with Update Profile to tag profiles before moving them to another flow.
Navigate the Canvas — Flow Settings including Termination Tags.
Key Terms Glossary — Definitions for all Marketing Automation terms.