Eff Test

CPD Value: 35 Hours

MIPA Accreditation: 3 stars

In a nutshell 

The IPA Eff Test is a challenging qualification that provides the skills and tools necessary to design a measurement programme and develop a more forensic and rigorous approach to campaign evaluation, as well as the skills needed to write an effectiveness paper.

This course will help you develop a greater understanding and a more forensic, critical thinking approach, to evaluation. By the end of the course, delegates will be able to design upfront, a measurement programme to evaluate fully their communications strategy; have the ability to evaluate rigorously the impact of that campaign (at multiple levels) - without falling into some classic traps of misinterpretation; and be equipped to write up an effectiveness paper. 

This is for you if...

You're involved in the evaluation and development of effective creative work, across all disciplines - be it agency or client side. Its ‘sweet spot’ is mid-level Planners, Account Directors and Brand Managers, with at least two to three years’ experience, from all disciplines and agency types.

The nitty gritty

The qualification covers a broad range of subjects including definitions of effectiveness, evaluation and accountability; why businesses should invest in evaluation and how it has developed over time; who has a stake in evaluation; and current debates around the topic. The content is spread over 35 hours of online learning.


There is a two hour online examination comprised of two sections: multiple choice and free form essay-style questions. A digital certificate of completion is awarded to all delegates who successfully pass the exam.


IPA Members can access the online learning free of charge.

Online exam £350 + VAT for IPA Members.

Online exam £700 + VAT for Non-Members.

Bookings open 12 months before the exam date and close 2 months before the exam date.

Further information

For more information about the content of this qualification please see the leaflet or email Heather.

Review the IPA Eff Test policies for 2017 and 2018.

Next Steps

Please make sure to note down the online examination date you selected at the time of booking in your diary. The exam instructions will be sent to you one month before the exam.


Once you have made your online booking, you will recieve an email within 48 hours detailing your access to the learning. If you do not recieve this email please contact the IPA.


Since its inception, the IPA Eff Test has been taken in 25 countries across the world. If you are based outside of the UK, please email Heather for more information on prices and how to book.

Please note that due to a server upgrade, the Pathway learning system may be unavailable from 12pm this Saturday, 9th January. We expect the service to resume by 1pm. Thank you.
Location: Online Learning
Qualification Date(s): Available Now

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Eff Test Exams

The Eff Test qualification requires that you also complete an online exam. There are various dates available. Please ensure you book an exam using the link below. You can also find the link to the online exam area which differs from the learning above.

29th March 2018

28th June 2018

27th September 2018

29th November 2018

If you’re having a problem logging into the learning, please see our FAQ page. If you cannot find the answer to your question, please email learning@ipa.co.uk

Contact the IPA

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