Here modeling and computations are performed to explore the aspects of entropy generation for magnetohydrodynamic (MHD) mixed convective flow of Cross nanoliquid. Heat transfer process comprises thermal radiation and Joule heating. Moreover, phenomenal aspect of current review is to consider the characteristics of activation energy. The idea of combined convective conditions and zero mass flux relation is introduced first time. The similarity transformation helps to simplify the complex model in the form of nonlinear PDEs into nonlinear ODEs. Numerical algorithm leads to solution computations. The numerical solutions of temperature, nanoparticle concentration fields, Nusselt number and coefficient of skin friction are exhibited via plots. It is noticed that radiation factor increases the thermal field and related layer thickness. Moreover, the obtained data reveal that profiles of Bejan number intensify for augmented values of radiation parameter. Intensifies