Digital Performance Certificate

CPD Value: 10 Hours

This new qualification, launching autumn 2018, will be a Foundation-level qualification aimed at industry newcomers or those with less than 1 years’ experience in digital marketing/advertising. The perfect companion to the IPA Foundation Certificate.

IPA Digital Performance Certificate Leaflet 

Developed with practitioners, the IPA Digital Performance Certificate provides junior practitioners working in the communications industry with an essential grounding in digital performance marketing. Delegates will graduate better able to brief, plan and execute digital marketing campaigns regardless of their agency type.


10 hours of online learning, culminating in a 70-minute online exam.

You can access and download the learning through the Digital Performance Certificate web page on any device or via the IPA app.

All of the IPA's online learning is built mobile-friendly, but this is our first qualification to be built mobile-first, both in terms of mobile browser and mobile App. It will be available world-wide and on-the-go via the IPA Learning App. The App works offline by downloading the lessons to your device.


Not only is this qualification suitable for those in their first year within in a digital agency or specialist department, it would also benefit any individual looking to build their knowledge in digital performance marketing.


The online content will be made up of 5 modules, covering approximately 10 hours of online learning.

1. Account Management & Planning

This module looks at what you need to do be a successful client manager and strategic thinker. It’s less about the nuts and bolts of digital marketing campaigns and optimisation, and more about what you need to do to understand your client and their business, and how you can create success through some simple techniques.

In this module you will cover the following:

  1. Making the Case for Digital Marketing
  2. Taking a Client Brief & Managing Expectations
  3. Audience Planning
  4. Reporting
  5. Managing Clients

2. Paid Search

This module covers paid search, one of the key digital marketing channels. You’ll learn about everything from how to write ad copy to how to manage what you spend on hundreds of thousands of keywords in a time efficient manner.

In this module you will cover the following:

  1. Planning PPC activity
  2. Managing PPC activity

3. Display Advertising

In this module, we look at the various ways you can buy traffic through display marketing. We cover everything from native ads on social media, to programmatic display buys, and explain how each works and what you need to do to manage successful campaigns. 

In this module you will cover the following:

  1. Display Basics
  2. Managing and Optimising Display Campaigns

4. SEO

Search Engine Optimisation is all about getting more of the right kind organic search traffic. You’ll learn about how SEO has evolved over the last decade, and that it’s not the dark art it’s sometimes thought to be!

In this module you will cover the following:

  1. SEO Basics
  2. Building SEO-friendly Websites
  3. Managing On-going SEO Optimisation Projects

5. Affiliate Marketing

Affiliate marketing is a marketing channel that involves working with third parties on a pay-per-result basis. Here you’ll get some easy examples to explain how it works, find out what’s involved and read how to manage and scale campaigns successfully. 

In this module you will cover the following:

  1. Affiliate Marketing Basics
  2. Managing and Improving Affiliate Programmes


To gain the official qualification delegates must complete and pass a formal online examination. A mandatory multiple choice self-test must be passed before the final exam. The final online exam is made up of 12 short-form essay questions.

A digital certificate of completion is awarded to all delegates who successfully pass the exam.

Delegates who pass the final exam will be awarded 2 MIPA stars.

Price and T's and C's


Register your interest to be informed when price, launch and exam dates are confirmed.

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 & Exam
Qualification Date(s): Autumn 2018
Member Ticket TBC
Non-Member Ticket TBC
Booking Deadline: 31/12/2018

Pricing will be announced at a later date.

Register your interest to be included on the launch mailing list and to be informed when bookings are open.

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

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