Eff Test Certificate (Global)

Gain the knowledge and skills necessary to understand and measure advertising and marketing effectiveness.

Develop a greater understanding and a more forensic, critical thinking approach to the evaluation of your campaigns with the Eff Test.

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.

Due to popular demand for online learning during the outbreak of COVID-19, we are running an additional Eff Test exam outside of the UK on 23 July.

This booking page is for candidates based outside of the UK. If you are based in the UK, please visit Eff Test (UK).

New Eff Test content

The Eff Test content is currently undergoing redevelopment. You can register your interest to be notified when the new Eff Test launches in October 2020.

Who is this qualification for?

Primarily aimed at mid-level planners, account handlers and brand managers.

But, anyone involved in strategic development and the evaluation of effective creative work across all disciplines – be it agency or client-side - will find this course invaluable. 

What are the benefits?

Completing the Eff Test will allow you to:

  • Prove the value of your contribution to your client’s business.
  • Improve your client relationships by speaking their language.
  • Design a measurement programme that evaluates multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity.
  • Confidently and correctly analyse the impact and effect of any campaign.
  • Write a brilliant effectiveness paper.


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.
  • If you pass the exam, you will be awarded a digital certificate of completion and 3 MIPA stars towards personal accreditation.


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

View the Eff Test Certificate Policies applicable to all exam bookings.

For more information, please email learning@ipa.co.uk.

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.

Part of the reason I took the qualification is that it is recognised by many agencies across the globe, and holding the qualification would help boost my career. I encourage anyone in the industry to take it; it arms you with so much knowledge on the effectiveness of advertising that you can use to help bring success to your agency and clients. The learning was really comprehensive and I often refer back to my notes and apply things I have learnt to my day-to-day job in media.