Global Eff Test

For campaigns to really work, it’s essential to make thorough evaluation part of the mix. The Global 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.

Global Eff Test

Who is this qualification for?

Designed for individuals based outside of the UK and Ireland and 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. 

If you are based in the UK or Ireland, please view Eff Test.

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 full Global 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 pass 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:

  • 7th February 2019
  • 2nd May 2019
  • 3rd October 2019

For more information, or if you're unsure whether we are running an online exam in your country, email learning@ipa.co.uk, we’re here to help you as much as we can.

View EFF Test Certificate Policies.


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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.