Digital Performance Certificate (UK)

Master the basics of Digital Performance Marketing and get your career off to a great start with this brand new certificate.

Discover the key disciplines in digital marketing, including SEO and Paid Search, and develop the skills you need to plan and implement successful digital marketing campaigns.

COVID-19 Free Learning Scheme

The IPA has decided to temporarily suspend fees for its entire suite of courses, qualifications and exams for IPA member agencies, their employees and IPA personal members until 2 October 2020. Please ensure you familiarise yourself with our COVID-19 Free Learning Scheme Terms and Conditions before making your booking.

IPA members can book onto the 1 July and 30 September exams free of charge.

IPA members can also access the learning for free without an exam booking by booking onto 'Free Learning for IPA Members'. However, in order to achieve this qualification, you must book onto and pass an exam. The Digital Performance online learning will only be free for IPA members up to 2 October 2020.

This booking page is for candidates based in the UK. If you are based outside of the UK, please visit Digital Performance Certificate (Global).

Who is the qualification for?

For candidates based in the UK. Specially designed for junior practitioners working in the communications industry. You may be in your first year within a digital agency or specialist department. It’s also ideal for more experienced individuals looking to add knowledge of digital to their existing skill set.

What are the benefits?

  • Gain an essential grounding in how to be a successful client manager and strategic thinker.
  • Become better at briefing, planning and executing digital marketing campaigns.
  • Understand each of the key disciplines in digital marketing, providing you with a background knowledge that will enable you to hold your own in team and client meetings.
  • Learn how to buy traffic through display marketing and how to manage successful campaigns.
  • Explore how SEO has evolved and how to make it work for you
  • Understand affiliate marketing, what’s involved and how to manage campaigns successfully
  • Learn about Paid Search and how to efficiently manage your keyword strategies.
View Digital Performance Syllabus


How is the learning delivered and assessed?

  • The 10 hours of learning is delivered across 5 modules that can be completed at your own pace, in your own time. Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.
  • A mandatory, multiple choice self-test, available in the online learning, must be passed before the exam date.
  • This assessment can be re-attempted as needed until you achieve a 75% pass grade. If the candidate does not pass this assessment by the exam date, the final exam will not be accessible to them and they must follow deferral or cancellation policy.
  • The qualification is then assessed via a formal 70-minute online exam at a set date and time, 105-minutes in non-English speaking countries. Candidates must answer 12 short-form essay questions.
  • The pass grade for the final exam is 50%. Candidates who pass the exam will be awarded a digital certificate of completion.

Online exam dates

  • 1 April 2020
  • 1 July 2020
  • 30 September 2020
  • 2 December 2020

View the IPA Digital Performance Certificate Policies applicable to all bookings.


  • Members: £200 + VAT
  • Non-Members: £400 + VAT

For more information please email

Please note: if you are taking one of our courses or qualifications through your employer or educational establishment, we may need to share your information - including your course or qualification results - with them. For further details about how we treat your personal data, please see our privacy policy.

Putting new joiners through the qualification will not only take the pressure off more senior staff, but give your new joiners a self-service learning platform where they can build confidence by developing knowledge away from their day-to-day team environment