Advanced Certificate in Effectiveness

Develop a greater understanding of and a forensic approach to the evaluation of your campaigns.

Learn about objective setting, discover how to design a multi-platform campaign measurement programme, gain knowledge of theories of advertising effectiveness and earn the confidence to write an effectiveness paper to showcase your success. Formerly known as the Eff Test.

Who is this qualification for?

  • Anyone involved in the evaluation and development of effective creative work, whatever the discipline, on either agency or client-side.
  • In particular, mid-level planners with at least four years’ experience.
  • More junior practitioners should embark on the Effectiveness Essentials Certificate.

What are the benefits?

Completing the Advanced Certificate in Effectiveness will allow you to:

  • Learn how to prove the value of your contribution to your client’s business.
  • Improve your client relationships by speaking their language.
  • Discover the best practice approach to designing a measurement programme to evaluate multi-platform activity.
  • Confidently and correctly analyse the impact and effect of any campaign.
  • Gain the confidence to write a brilliant effectiveness paper.

View the full Advanced Certificate in Effectiveness syllabus.

How is the qualification delivered and assessed?

  • 35 hours of online learning accessible through the IPA website on any device, or via the IPA Learning app.
  • You should allow for 2-3 months of study prior to sitting the exam.
  • Formal 2-hour online exam. 3-hours in non-English speaking countries.
  • If you pass the exam, you will be awarded a digital certificate of completion and 3 MIPA stars towards personal accreditation.

How do you book onto and access the qualification?

Please select your chosen exam date from the ‘Intakes’ drop down on this page and proceed to checkout.

Once booked, you can access and start your online learning via the IPA website. To access, please head to your personal IPA portal via the profile icon and click on ‘Training’. Or, visit your personal Training page here.

For more information, download the qualification brochure here.

Free Learning for IPA Members

IPA Members can access the Advanced Certificate in Effectiveness online learning free of charge. Simply select “Free Learning for IPA Members” from the Intakes drop down.

NOTE: The free online learning intake is not inclusive of an exam date. To achieve the Certificate, you must book onto, sit and pass an exam.

2021 Exam Dates

  • 28 January 2021. Booking deadline 4 December 2020.
  • 29 April 2021. Booking deadline 4 March 2021.
  • 29 July 2021. Booking deadline 4 June 2021.
  • 28 October 2021. Booking deadline 3 September 2021


  • Members: £350 + VAT
  • Non-Members: £700 + VAT

If you are purchasing the Certificate as a business based outside of the UK and believe you should not be charged VAT on the sale, please get in touch with If your business is based in the EU, we will ask you to confirm your VAT number before making your booking. This VAT number will be recorded as part of your sale transaction. If your business is based outside the EU, we will ask for further evidence of your business location.


The Advanced Certificate in Effectiveness Qualification Policies are applicable to all exam bookings.

We operate a 14-day cancellation policy. Please view the Qualification Policies for further details.

For more information, please email

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