Eff Test Certificate

A solid grounding in understanding and measuring advertising effectiveness

For campaigns to really work, it’s essential to make thorough evaluation part of the mix. The Eff Test Certificate offers a solid grounding in understanding and measuring advertising effectiveness. In just 35 hours of online learning you’ll develop a better awareness and more forensic critical thinking approach to the evaluation of campaigns.

Who is this qualification for?

For candidates based in the UK and Ireland. If you are based outside of the UK and Ireland, please visit this Eff Test.

The Eff Test is 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?

  • Discover effective ways to prove the value of your contribution to your client’s business and improve your relationship with them by speaking their language
  • Learn how to utilise tools to measure multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity.
  • Create measurement programmes that enable you to confidently and correctly analyse the impact and effect of any campaign.
  • Write a brilliant effectiveness paper with the useful tactics we share with you.
View the Eff Test Certificate syllabus.

Eff Test Workshop

If you are interested in taking this qualification but would like to know a little more before you commit, you can attend a free Eff Test Workshop where we will demystify the learning content and show you how the Eff Test could help you improve your ability to prove your campaigns' effectiveness.

How the learning is delivered and assessed

The Eff Test Certificate consists of 35 hours of online learning delivered across 13 modules which you can complete 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.

This qualification is assessed via a formal 2-hour online exam, 3 hours in non-English speaking countries – it includes multiple choice, mathematical and short-form essay questions.

Candidates should allow 2-3 months of study prior to sitting an exam.

The passing grade for the final exam is 50%. Candidates who pass will be awarded a digital certificate of completion and 3 MIPA stars towards personal accreditation.

Online exam dates 2019:

  • 28th March 2019
  • 27th June 2019
  • 26th September 2019
  • 28th November 2019

For more information or if you are an IPA member and want to access the Eff Test content free of charge, please email learning@ipa.co.uk

Read IPA Eff Test Certificate Policies 

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.