Wait for Event Node
The Wait for Event node pauses the profile and watches for a specific action over a defined period of time. If the profile performs the action before time runs out, they go down the Yes path. If the timeout expires first, they go down the No path.
This makes it one of the most powerful nodes in Marketing Automation — it lets you build flows that react to what a profile actually does (or doesn't do) after receiving a message.
In this Article
How the Yes / No branching works
The Wait for Event node combines waiting and condition-checking in a single step:
Path | What happens |
Yes ✓ | The profile performs the specified event before the timeout expires. They immediately leave the node and continue down the Yes path. For example: the profile clicks a link in the email → they move to the Yes path for a targeted follow-up. |
No ✗ | The timeout period expires before the profile performs the event. They leave the node and continue down the No path. For example: 3 days pass without a click → the profile moves to the No path for a reminder or alternative approach. |
💡 Good to know: The profile is held inside the node while waiting. They don't move forward until either the event happens or the timeout is reached — whichever comes first. This is fundamentally different from the Check Profile node, which checks data instantly and moves on.
When to use the Wait for Event node
Use the Wait for Event node whenever you want to give a profile time to respond to something, then branch based on whether they did.
Did they click the email?
Email node → Wait for Event (Email Click, timeout: 3 days) → Yes: send related content or a deeper-funnel offer. No: send a reminder email with a different subject line.
Did they complete a purchase?
Profile enters a post-browse flow → Wait for Event (Custom Event: "purchase_completed", timeout: 7 days) → Yes: send a thank-you and cross-sell. No: send an abandoned-cart nudge.
Did they submit a form?
Profile receives an invitation to complete a survey → Wait for Event (Form Submit, timeout: 5 days) → Yes: send a thank-you and mark as "Feedback received". No: send a second reminder.
Did they open the SMS?
SMS node → Wait for Event (SMS Click, timeout: 48 hours) → Yes: notify sales of a hot lead. No: follow up with an email instead (multi-channel retry).
Did they complete onboarding?
New user enters a welcome flow → Email 1 → Wait for Event (Custom Event: "onboarding_complete", timeout: 14 days) → Yes: celebrate with a milestone email. No: send a help nudge and notify CS.
Setting up the Wait for Event node
Drag the Wait for Event node onto the canvas. Two branches appear immediately: Yes and No.
Click the node to open the configuration panel.
Select the event to wait for. Choose the event category and specific event — just like in the Listen node. Available categories include:
Response Data — email opens, clicks, bounces
Achievements — achievements recorded by other flows
Form & Page Interactions — form submissions, page visits
Website Interactions — browsing behaviour on your domains
Consent Timeline — subscription changes
Survey Interactions — survey submissions
3rd Party Integrations — events from connected systems
Event Tool — event registrations and check-ins
Custom Events — events sent via the API
Select the activity scope. Choose whether to listen for the event in a specific activity (e.g. a particular email campaign) or in any activity.
Optional: Narrow with Match / Match Type / Value. These filters let you target a specific data point within the event — for example, a click on a specific URL. This is the same filtering mechanism as the Listen node.
Set the timeout period. This is how long the node will wait for the event before giving up and sending the profile down the No path. Set the duration in minutes, hours, or days.
Connect nodes to both paths. Add subsequent nodes to the Yes branch (event happened) and the No branch (timeout reached). Both paths need a continuation — even if one goes directly to an End Flow node.
⚠️ Important — Don't forget the timeout - Every Wait for Event node needs a timeout period. Without it, profiles that never perform the event would stay in the node indefinitely. Choose a timeout that's realistic for the action you're waiting for — 2–3 days for an email click, 7–14 days for a purchase, shorter for time-sensitive actions like flash sales.
How the timing works
Understanding the exact sequence of events helps you design better flows:
Profile enters the node. The timeout countdown starts immediately.
The node watches for the specified event on this profile's record, continuously, for the duration of the timeout.
If the event occurs before the timeout: the profile immediately leaves via the Yes path. They don't wait for the remaining timeout — they move on as soon as the event fires.
If the timeout expires before the event: the profile leaves via the No path at the exact moment the timeout is reached.
💡 Tip — The event must happen after the profile enters the node
The Wait for Event node only detects events that occur while the profile is waiting inside the node. It does not check for events that happened before the profile entered. If you need to check for a past event, use the Check Profile node instead.
Wait for Event vs. Check Profile vs. Time + Check Profile
These approaches all involve evaluating profile behaviour, but they work differently. Here's when to use each:
Approach | How it works | Use when… |
Wait for Event | Pauses the profile and watches for a future event over a timeout period. One node does both the waiting and the checking. | You want the profile to move on as soon as they act — no unnecessary delay. The profile who clicks after 2 hours shouldn't have to wait 3 days. |
Checks data once, instantly. No waiting — the profile moves on immediately. | You want to check something about the profile right now — an attribute, a tag, a segment, or whether an event has already happened. | |
First waits a fixed duration (Time node), then checks once (Check Profile). Two separate nodes. | You want to give the profile a fixed amount of time before checking — every profile waits the same duration, regardless of when they act. |
💡 Which should I choose?
The key question is: should fast responders move on early?
Yes, early movers should progress immediately→ Use Wait for Event. A profile who clicks after 1 hour moves on right away instead of waiting 3 days.
No, everyone should wait the same duration→ Use Time Node + Check Profile. Every profile waits 3 days, then you check if they clicked.
Common flow patterns with Wait for Event
Pattern 1: Email → Wait → Follow-up or reminder
The most common use: send an email, wait for a response, then branch.
Email node → Wait for Event (Email Click, 3 days) → Yes: deeper content / No: reminder email
Pattern 2: Multi-attempt engagement
Try to engage the profile multiple times with different approaches.
Email 1 → Wait for Event (Click, 3 days) → No: Email 2 (different subject) → Wait for Event (Click, 3 days) → No: SMS → Wait for Event (SMS Click, 2 days) → No: End Flow
Each Wait for Event gives the profile a chance to respond, with escalating channels (email → email retry → SMS).
Pattern 3: Purchase confirmation wait
Wait for a conversion event after a promotional flow.
Promotional email → Wait for Event (Custom Event: "purchase_completed", 7 days) → Yes: thank-you + cross-sell / No: discount reminder
Pattern 4: Onboarding completion check
Wait for the user to complete a key milestone.
Welcome email → Time node (1 day) → Getting started email → Wait for Event (Custom Event: "setup_complete", 14 days) → Yes: advanced tips / No: help offer + notify CS via Notification node
Troubleshooting: All profiles timing out?
If every profile is going down the No path (timing out) when you expect some to trigger the Yes path, work through this checklist:
Check this | Why it matters |
Is the event correctly configured? | Double-check the event category, specific event type, and activity scope. A common mistake is setting the activity scope to a specific email activity when you should be using "Any" — or vice versa. |
Are the Match/Value filters too narrow? | If you're filtering for a specific URL or value, make sure it matches exactly what the event contains. A typo or URL mismatch will prevent the event from being detected. |
Is the event actually happening? | Check the profile's event history in Audience. If the event isn't showing up on the profile at all, the issue is upstream — the event isn't being generated or recorded. |
Did the event happen before the profile entered the node? | The Wait for Event node only detects events that occur while the profile is inside the node. If the profile already clicked the email before reaching this node, the click won't be detected. Use a Check Profile node for past events. |
Is the timeout too short? | If you're waiting for a purchase and the timeout is 24 hours, many profiles won't convert in time. Extend the timeout to match realistic behaviour — 7 days for purchases, 2–3 days for email clicks. |
For custom events: Is the API sending correctly? | Verify that your website or integration is sending the custom event to the right profile with the correct event name. See Use Custom Events. |
Use Node Stats to verify | Click the node on an active flow. Check the "waiting" count (profiles currently inside the node), the Yes count (event detected), and the No count (timed out). If the Yes count is 0, the event is never being detected. |
Tips & best practices
Always set a realistic timeout. Too short and you'll miss slow responders. Too long and profiles sit idle in your flow. Typical timeouts: 2–3 days for email clicks, 7–14 days for purchases or form completions, 1–2 days for time-sensitive actions.
Use the No path productively. Don't just end the flow on timeout. Send a reminder, try a different channel (email → SMS), or route to a different flow via the Add to Flow node.
Combine with Update Profile. After the Yes path, consider using an Update Profile node to tag the profile as "Engaged" or update a lead score. After the No path, tag them as "Non-responsive" for future segmentation.
Don't chain too many Wait for Event nodes. Each one adds days of waiting. A flow with three 7-day Wait for Event nodes takes 21 days for non-responsive profiles to complete. Keep the total flow duration reasonable.
Prefer Wait for Event over Time + Check Profile when fast responders should move on early. It creates a better experience — engaged profiles aren't stuck waiting unnecessarily.
Test with a controlled event. Before activating, use a test profile and manually trigger the event (e.g. click the email yourself). Verify the profile moves to the Yes path. Then wait for the timeout to verify the No path works too.
Related articles
Marketing Automation Nodes — Overview of every node type.
Check Profile Node — Instant data check without waiting.
Time Node — Fixed-duration delays.
Email Node — Often placed right before a Wait for Event node.
SMS Node — Multi-channel retry after a Wait for Event timeout.
Update Profile Node — Tagging profiles based on Yes/No outcomes.
Use Custom Events — Sending custom events from your website or app.
Navigate the Canvas — Flow settings and canvas features.
Key Terms Glossary — Definitions for all Marketing Automation terms.