Eff Test Certificate

For candidates based outside of the UK. Gain the knowledge and skills necessary to understand and measure advertising and marketing effectiveness.

For campaigns to really work, it’s essential to make thorough evaluation part of the mix. The Eff Test Certificate will help you develop a greater understanding and a more forensic, critical thinking approach to evaluation. By the end of the qualification, candidates will be able to design upfront, a measurement programme to evaluate fully their communications strategy; have the ability to evaluate rigorously the impact of that campaign (at multiple levels) - without falling into some classic traps of misinterpretation; and be equipped to write up an effectiveness paper.

Who is this qualification for?

For individuals outside of the UK. If you are based in the UK, please visit 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 utilize tools to measure multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity.
  • Create measurement programs that enable you to confidently and correctly analyze the impact and effect of any campaign.
  • Write a brilliant effectiveness paper with the useful tactics we share with you.
View the full Eff Test Certificate syllabus.


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.

Available online exam dates:

  • 28th November 2019
  • 27th February 2020
  • 23rd March 2020

Read the IPA Eff Test Certificate Policies applicable to exam bookings.

Please note: the Eff Test online learning will be unavailable April through to June 2020 whilst we update the course content and platform. Candidates without extenuating circumstances will be unable to defer from the previous to the new version of the Eff Test.


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

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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.