Equinet Academy
Master Google Analytics 4 to Extract Deep Actionable Insights
Course Description
What is This Course About?
Brands have begun to realise that rudimentary data analysis isn’t sufficient to paint a full picture of how consumers engage with their brands. Without a holistic understanding of consumer behaviour across multi-channel interaction points, marketing performance will never truly be optimised and reach its full potential.
This intensive two-day Advanced Digital Marketing Analytics (Google Analytics 4) Certification training course is designed to stretch your comfort level with Google Analytics and guide you through the technical aspects of the platform to extract maximum data insights.
The instructional methods combine a healthy balance of theory with plenty of hands-on exercises, designed to explore advanced analytics concepts such as enhanced data capturing and analysis capabilities that will bring your understanding of digital marketing analytics to the next level.
Course trainees will learn critical concepts such as how to track extensive data points across multiple domains and devices, obtain a deeper understanding of user behaviour, establish ecommerce tracking, and how AI is used in GA4. This course will help simplify extensive data analysis and provide deeper insights that drive important business decisions.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
Anyone currently in, or looking to be in, a digital marketing role with a brand or agency, who understands the importance of data analytics in digital marketing, and wants to attain the Google Analytics Individual Qualification (GAIQ) certification.
This course is suitable for individuals who possess basic working knowledge of Google Analytics concepts, appreciate in-depth data analysis to produce actionable insights, and who are keen to get hands-on on the technical aspects of analytics platforms to take their skills to the next level.
Prerequisites
What You’ll Need to Get Started
You are required to have completed the WSQ Digital Marketing Analytics course or the Google Analytics Certification course from Skillshop, since these form the baseline knowledge for this programme. Trainees should also be comfortable navigating the web, and be able to write and speak in English with confidence.
Course Highlights
What You’ll Learn
In this Advanced Digital Marketing Analytics course, you will:
- Create a measurement & configurations plan to guide you on the appropriate data to collect and measure
- Develop a clear and comprehensive understanding on how data gets collected and processed in Google Analytics as well as the legal implications
- Deep dive into configurations settings in Google Analytics, from filters and events to segmentation, including the use of AI, and custom reports in order to generate concise insights from your data
- Understand how to properly organise your Google Analytics account, resulting in more readable and easily comprehensible reports
- Analyse and interpret advanced Google Analytics reports to gain a better understanding of data to make marketing decisions
- Define new data points and transform your data analysis within Google Analytics for optimal measurement and analysis
- And much more
Course Objectives
What You’ll Takeaway
By the end of the class, you will be able to:
- Determine in detail how data is collected and measured, and its legal and privacy implications
- Assess strategies and create a comprehensive measurement plan, selecting the most appropriate metrics to measure within analytics for more effective analysis and business outcomes
- Organise a Google Analytics account into a properly structured setup for your business
- Propose appropriate configurations in Google Analytics for specific business requirements
- Develop specific Google Analytics reports based on segmentation and customisations to generate deeper insights
- Analyse Google Analytics data to articulate business implications based on internal and market data analysis
Skills Gained:
GA4 Implementation & Configuration
Learn to set up, configure, and deploy GA4 for accurate data tracking across digital platforms.
Data Collection & Measurement Strategy
Build a measurement plan that defines what data to collect and how it supports business goals.
Custom Segments & Reports
Create tailored audience segments and build reports that surface high-value behavioural trends.
Event & Conversion Tracking
Set up events and conversions to measure meaningful actions that drive business performance.
Google Tag Manager Basics
Use GTM to deploy tags, triggers, and variables without touching website code.
Marketing ROI & Funnel Analytics
Evaluate marketing effectiveness through funnel attribution, revenue impact, and ROI insights.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified Digital Marketing Analyst (CDMA) Programme.
Module 1: Digital Marketing Analytics & Optimisation (Google Analytics 4)
Module 2: Google Tag Manager
Module 3: Conversion Rate Optimisation (CRO)
Module 4: Advanced Digital Marketing Analytics (Google Analytics)
A SkillsFuture WSQ Statement of Attainment (SOA) – Marketing Research under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Advanced Digital Marketing Analytics course assessment and achieved at least 75% attendance.
Course Code: TGS-2021010333
Course Support Period: 20 Dec 2021- 19 Dec 2027
Course Outline
Inside the course
This WSQ Advanced Digital Marketing Analytics course focuses on Google Analytics 4 (GA4) implementation, data collection, event and conversion tracking, attribution models, and advertising analysis. Learn measurement planning, GA4 configuration, Google Tag Manager basics, and Explorations for advanced reporting and insights.
Introduction to Advanced Digital Marketing Analytics
- Basic vs Advanced
- Advanced Google Analytics (Why, Who, What)
- Google Tag Manager Basics
- Regular Expression Basics
- Google Analytics 4 Basics
Begin with the End in Mind
- Your Measurement Plan
- GA4 Configurations Overview
Understand GA4 Data Measurement
- Tracking, Cookies & Legal Implications
- Data Collection
- Calculating Time in GA4
Configure Events & Key Events
- Events
- Key Events
Advertising Data Configuration & Analysis
- Channels Analysis
- Traffic Source Scopes
- Attribution Models in GA4
- Advertising Analysis
- Setting Up Audiences
GA4 Configurations
- Property Settings
- Custom Insights
- Ecommerce Tracking
- Mobile App Tracking
Additional GA4 Configurations
- Custom Channel Groups
- Content Grouping
- Custom Dimensions & Metrics
- User ID
Advanced Data Analysis with Explorations
- How Explorations Work
- Explorations Limitations
- Explorations Editor
- Sample Explorations
- Share & Export Explorations
Assessment Component
- Case Study with Activity Sheet
- Individual Project Presentation
Trainers
Meet Your Educators
Trainer Bio
Dhawal Shah
Dhawal Shah is an entrepreneur with extensive experience in digital marketing, digital transformation and management. He is the co-founder and Regional Managing Director at 2Stallions Digital Marketing Agency, an award-winning 360° full-service digital marketing agency since 2012, with a growing team spread across Singapore, Malaysia, Indonesia & India.
Trainer Bio
Lin Xuanbin
Xuanbin’s expertise lies in Paid Media, managing millions of dollars in ad spend across the Asia Pacific region across Paid Search, Paid Social, and Display. A revenue marketer, Xuanbin is highly experienced in the areas of budget planning and performance marketing to maximise ROI and business results. A hands-on digital marketing leader, Xuanbin is also well-versed in web analytics, marketing automation, and website management.
*Only one trainer will be facilitating per class.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$292.50 after SSG Subsidies
Full Course Fee (without funding)
S$975.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 02, 03 Jul 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 29, 30 Oct 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 21, 22 Dec 2026 (Mon, Tue) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
The basic Digital Marketing Analytics course covers the fundamental concepts of Google Analytics.
The Advanced Digital Marketing Analytics course goes into more detail covering more advanced concepts of Google Analytics and preps you for the Google Analytics Certification. This certification is also awarded by Google Analytics Academy and it demonstrates a high level of proficiency in Google Analytics.
You may go through and review both course outlines in detail and contact us should you have any specific questions on this.
Completion of the WSQ Digital Marketing Analytics course or the Google Analytics Certification course by Skillshop is a pre-requisite entry requirement for this course.
Trainees should also be proficient in web surfing and be able to write and converse in English.
For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.
As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.
Testimonials
Word on the Street!
Experience matters—discover honest feedback and stories from learners who shaped their future with us.
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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