About the End Flow Node
The End Flow node marks the end of a path in a Marketing Automation flow. When a profile reaches it, their journey on that path is complete. Optionally, you can assign a point value to the profile — recording an estimated worth for reaching that particular endpoint.
In this article
Is the End Flow node required?
No — the End Flow node is optional. A flow will end for a profile whenever they reach the last node in a path, with or without an End Flow node.
However, the End Flow node is strongly recommended for three reasons:
Clean flow design. It makes it visually clear where each path ends on the canvas. Without End Flow nodes, it's easy to lose track of which paths are complete and which are still being built.
Accurate reporting. The End Flow node records a "MA - Exit Flow" event on the profile's record, which feeds into the Marketing Automation Report's completion metrics. Without it, completed profiles may not be accurately counted.
Value assignment. Only the End Flow node lets you assign a point value to a completed path — useful for measuring the worth of different journey outcomes.
💡 Tip - Think of the End Flow node as a closing bracket. Every path that opens (from a Check Profile, Wait for Event, Split, or Counter node) should have a corresponding End Flow node to close it. It's not technically required, but it makes your flows reliable, readable, and reportable.
When to use the End Flow node
Place an End Flow node at the end of every distinct path in your flow. Common scenarios include:
End of the main journey: The profile has completed all steps (emails sent, data updated, milestone recorded) → End Flow.
End of a branch: After a Check Profile or Wait for Event node, both the Yes and No paths should end with their own End Flow node — even if the No path is just "do nothing."
After an Add to Flow handoff: The profile has been handed off to a destination flow → End Flow to close the source flow cleanly.
Dead-end paths: A Counter node's No path (limit reached) where no alternative action is needed → End Flow to close the path.
Assigning different values to different outcomes: The Yes path (profile engaged) gets End Flow with 30 points. The No path (profile didn't engage) gets End Flow with 10 points. This lets you quantify the value of each outcome.
Setting up the End Flow node
Drag the End Flow node onto the canvas and connect it to the last node in the path.
Click the node to open the configuration panel.
Optional: Enter a value. This is a numeric score representing the estimated worth of a profile completing this particular path. See Value — what is it for? below.
That's it — the End Flow node has no other settings. It simply marks the endpoint and optionally records a value.
Value — what is it for?
The End Flow node lets you assign a numeric value to each path endpoint. This value represents the estimated worth or importance of a profile reaching that particular outcome.
How to use the value field
The value you enter is entirely up to you — there's no fixed scale. Here are common approaches:
Approach | Example |
Engagement scoring | Profile completed the full nurture sequence and clicked → End Flow (value: 30). Profile dropped off after the first email → End Flow (value: 5). Higher values = more engaged profiles. |
Revenue estimation | Profile reached the "purchase confirmed" end → End Flow (value: 150, representing average order value). Profile didn't convert → End Flow (value: 0). |
Simple completion marker | Just set value: 1 for every End Flow node. This gives you a simple count of profiles who completed each path, visible in the Exit Flow event. |
Create segment om Flow Exit | Use the Exit Flow Node data to create segments in Audience for reporting, analysis or insights on journeys. 
|
⚠️ Important — Values are not aggregated
The value assigned at the End Flow node is stored per event on the profile's record. If a profile completes multiple flows (or re-enters the same flow), each completion creates a separate Exit Flow event with its own value. There is no automatic total or running sum across a profile's multiple End Flow events.
The Exit Flow event on the profile
When a profile reaches the End Flow node, a "MA - Exit Flow" event is recorded on their profile. You can find this event in the profile's 360 Profile view under the Response Data tab.
What you can do with Exit Flow events
Build segments: Create a segment of profiles who have completed a specific flow — for example, "Has Exit Flow event from Welcome flow." Use these segments for targeted follow-up campaigns or as filters in other flows.
Check in other flows: Use a Check Profile node to check if a profile has an Exit Flow event from a specific flow before sending them through it again.
Reporting: Count how many profiles have completed each flow over time. Compare Exit Flow event counts across different flow variants to measure effectiveness.
💡 Tip - The Exit Flow event is only recorded when a profile reaches an End Flow node. If a profile's journey ends because there are no more nodes (without an End Flow node), no Exit Flow event is created. This is a key reason to always include End Flow nodes — without them, you lose this tracking data.
Best practice: one End Flow node per path
Every distinct path in your flow should end with its own End Flow node. Do not route multiple paths into the same End Flow node.
Why?
Different values: Each path can have a different value. If two paths share the same End Flow node, they all get the same value — which doesn't reflect the different journey outcomes.
Clearer reporting: Separate End Flow nodes let you see exactly how many profiles completed each path, via Node Stats.
Cleaner canvas: Dedicated End Flow nodes make the flow visually easy to read — you can see at a glance where each branch terminates.
💡 Good to know - A flow can have as many End Flow nodes as it has paths.
A flow with one Check Profile node (2 paths) needs at least 2 End Flow nodes. A flow with a Check Profile and a Split (creating 4 total paths) needs at least 4.
Always count your paths and match End Flow nodes.
Impact on reporting
The End Flow node directly affects what you see in the Marketing Automation Report:
Report metric | How End Flow affects it |
Completed | Profiles who reached an End Flow node are counted as "completed" in the flow report. Without End Flow nodes, this metric may be inaccurate or zero. |
Per-node stats | Each End Flow node shows its own "passed through" count in Node Stats. This tells you how many profiles completed each specific path. |
Value tracking | The values assigned at End Flow nodes are recorded in Exit Flow events. While they're not aggregated in the MA Report itself, they can be used in segments and external reporting. |
End Flow vs. Achievement vs. Update Profile
All three can mark that a profile has reached a point in the flow. Here's when to use each:
Node | What it records | Best for |
End Flow | An "MA - Exit Flow" event on the profile with an optional value. Marks flow completion. Visible in 360 Profile and MA Report. | Closing paths cleanly, recording completion for reporting, assigning basic value to outcomes. Every flow should have these. |
A structured milestone event with type (MQL/SQL/PQL), points, and value. Can trigger other flows. Richer metadata. | Meaningful business milestones that you want to act on downstream — lead qualification, onboarding completion, purchase milestones. | |
A tag or attribute value written to the profile. Modifies the profile's data directly. No event created. | Simple binary markers ("flow completed"), data enrichment, Termination Tag patterns. Lightweight and immediate. |
💡 They're not mutually exclusive
You can (and often should) use all three together at the end of a path: an Update Profile to tag "Flow X complete" + an Achievementto record an MQL milestone + an End Flow to close the path and assign a value. Each serves a different purpose.
Troubleshooting
Issue | What to check |
No Exit Flow event on the profile | Check that the path the profile took actually has an End Flow node. If the path ends without one (just runs out of nodes), no Exit Flow event is created. |
Completion count looks wrong in the MA Report | Verify that every path in the flow has its own End Flow node. Paths without End Flow nodes don't count toward "completed." Also check if some profiles are exiting via Termination Tags (which removes them without reaching an End Flow node). |
Wrong value recorded | Each End Flow node has its own value. Click the specific End Flow node the profile reached and verify the value. If multiple paths share the same End Flow node (not recommended), all profiles get the same value. |
Profile seems stuck — never reaches End Flow | The profile is likely waiting at an earlier node (Time node, Wait for Event, etc.). Check Node Stats across the flow to find where the profile is currently positioned. The End Flow node can't have an issue itself — it's the simplest node. |
Tips & best practices
Always use End Flow nodes. Yes, they're optional. But the reporting, tracking, and visual clarity benefits make them worth the 5 seconds it takes to add one. Every path should have one.
One per path, never shared. Never route two paths into the same End Flow node. Each path gets its own — this enables per-path value assignment and accurate per-path counting.
Assign values consistently. If you use values, establish a scale and apply it across all your flows. For example: 0 = dropped off, 10 = partially completed, 30 = fully completed, 50+ = high-value outcome. Document the scale for your team.
Combine with Update Profile and Achievement. Place an Update Profile node (to tag the profile) and/or an Achievement node (to record a milestone) before the End Flow node. The End Flow node closes the path; the other nodes record data you can use downstream.
Use End Flow after Add to Flow. When handing off to another flow with the Add to Flow node, always follow it with an End Flow node to cleanly close the source flow.
Check your path count. Before activating a flow, count the number of distinct paths (every branch from Check Profile, Wait for Event, Split, Counter) and verify each has an End Flow node. A common mistake is forgetting the No path on a Check Profile branch.
Use Node Stats to compare path outcomes. After the flow has run for a while, click each End Flow node to see how many profiles completed that path. Compare the counts to understand which journey outcomes are most common — and adjust your flow accordingly.
Related articles
Marketing Automation Nodes — Overview of every node type.
Marketing Automation Report — Flow-level reporting including completion metrics.
Achievement Node — Record milestones with richer metadata before ending a path.
Update Profile Node — Tag profiles before ending a path.
Add to Flow Node — Hand off to another flow, then End Flow.
Check Profile Node — Creates Yes/No branches that each need an End Flow.
Creating a Segment — Build segments from Exit Flow events.
Navigate the Canvas — Flow settings and canvas features.
Key Terms Glossary — Definitions for all Marketing Automation terms.