Eff Test

CPD Value: 35 Hours

MIPA Accreditation: 3 stars

In a nutshell 

The IPA Eff Test is a challenging qualification that provides the skills and tools necessary to design a measurement programme and develop a more forensic and rigorous approach to campaign evaluation, as well as the skills needed to write an effectiveness paper.

This course will help you develop a greater understanding and a more forensic, critical thinking approach, to evaluation. By the end of the course, delegates 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.

This is for you if...

You're involved in the evaluation and development of effective creative work, across all disciplines - be it agency or client side. Its ‘sweet spot’ is mid-level Planners, Account Directors and Brand Managers, with at least two to three years’ experience, from all disciplines and agency types.


The qualification covers a broad range of subjects including definitions of effectiveness, evaluation and accountability; why businesses should invest in evaluation and how it has developed over time; who has a stake in evaluation; and current debates around the topic. The content is spread over 35 hours of online learning.

For the full syllabus please see the leaflet.


To gain the IPA Eff Test certificate, there is a two hour online examination comprised of two sections: multiple choice and essay-style questions.


IPA Members can access the online learning free of charge.

Online exam £350 + VAT for IPA Members.

Online exam £700 + VAT for Non-Members.

Bookings open 12 months before the exam date and close 2 months before the exam date.

T's & C's

Be sure to review before booking your place!

IPA Eff Test policies 2018.

Next Steps

Once you have made your online booking, the delegate will recieve an email within 48 hours detailing their exam and access to the learning. If you do not recieve this email please contact the IPA.


Since its inception, the IPA Eff Test has been taken in 25 countries across the world. If you are based outside of the UK, please vist our Global Qualifications page or email: heather@ipa.co.uk.

Eff Test Workshop

Are you interested in completing this qualification but are unsure if it is for you? Paul Arnold, the Eff Test examiner, editor and expert, will be leading a taster session where he will demystify the content of this challenging qualification and teach you how to gain its 3 MIPA stars. Further Information.

Register your interest: learning@ipa.co.uk

Please note that due to a server upgrade, the Pathway learning system may be unavailable from 12pm this Saturday, 9th January. We expect the service to resume by 1pm. Thank you.
Location: Online Learning
Qualification Date(s): Available Now

You are currently not authorised to see the associated resource. You may need to make a booking, or become an IPA Member. When you return to this page, your access will be re-evaluated.

Eff Test Exams

To achieve this qualification you must pass a final exam. Below are the exam dates currently open for bookings.

27th September 2018

If you’re having a problem logging into the learning, please see our FAQ page. If you cannot find the answer to your question, please email learning@ipa.co.uk

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.