Eff Test Certificate

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 additional Eff Test exams on the current course content on 23 July and 24 September 2020, free for IPA members.

IPA members can also access the learning for free without an exam booking by booking onto 'online learning for IPA members'. However, in order to achieve this qualification, you must book onto and pass an exam.

Eff Test Update

The Eff Test is re-launching in October 2020 with updated content and a new look and feel. You can register your interest to be notified when the new Eff Test launches.

Sign Up to our Eff Test Interest List

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.
View the 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.
  • 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.

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.