Eff Test Certificate (UK)

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

Develop a rigorous approach to campaign evaluation with the IPA Eff Test Certificate.

The Eff Test is currently undergoing redevelopment.

IPA members and individuals on the MIPA Pathway can continue to access the online learning free of charge until 27 March.

You can register your interest to be notified when the updated Eff Test launches in Summer 2020.

Sign up to our interest list


Who is this qualification for?

For candidates in the UK. If you are based outside of the UK, please visit Eff Test (Global).

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.
View the syllabus


How the qualification is 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.

The IPA Eff Test Certificate Policies are applicable to all exam bookings.


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

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.

Taking the Eff Test has added rigour to all of the things that I took for granted around measuring the effectiveness of our work. It also inspired me to try new techniques and implement best practice. As a champion for effectiveness and effectiveness awards entries across my agency group, this has been invaluable. It has given me knowledge, tools and techniques that I can ingrain throughout our business and culture.