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Setting Embedded Data at the beginning of the survey flow is the best practice because it allows you to capture and define values that will be used throughout the entire survey. By placing Embedded Data at the start, you ensure that any changes made to these values or any data associated with them can be accessed and utilized in subsequent survey elements, such as displaying skip logic or customizing questions based on prior responses.

If Embedded Data is set at a later point—like in the middle or at the end of the survey—the values may not be available for decision-making or logic that occurs earlier in the survey, which can lead to missed opportunities for personalized survey experiences or data segmentation. Setting it in the exit block would be too late in the process, as it wouldn't affect any questions or logic preceding the exit, thus limiting its utility throughout the survey.