WSQ Advanced Digital Marketing Analytics (Google Analytics) Course

Equinet Academy

Master Google Analytics 4 to Extract Deep Insights That Drive Growth

Course Description

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.

Target Audience

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.

Course Highlights

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

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

Certification

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.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Marketing Research

Course Code: TGS-2021010333
Course Support Period: 20 Dec 2021- 19 Dec 2025

Course Outline

This course is part of the Certified Digital Marketing Analyst (CDMA) Programme.

Introduction to Advanced Digital Marketing Analytics

Instructor-Led | Mode of Delivery (Lecture & Illustration)

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

Instructor-led | Mode of Delivery (Lecture, Demonstration & Modelling)

Your Measurement Plan
GA4 Configurations Overview

Understand GA4 Data Measurement

Instructor-led | Mode of Delivery (Lecture, Demonstration & Modelling)

Tracking, Cookies & Legal Implications
Data Collection
Calculating Time in GA4

Configure Events & Key Events

Instructor-led | Mode of Delivery (Lecture, Demonstration & Modelling)

Events
Key Events

Advertising Data Configuration & Analysis

Instructional-led | Mode of Delivery (Lecture, Demonstration & Modelling)

Channels Analysis
Traffic Source Scopes
Attribution Models in GA4
Advertising Analysis
Setting Up Audiences

GA4 Configurations

Instructional-led | Mode of Delivery (Lecture, Demonstration & Modelling)

Property Settings
Custom Insights
Ecommerce Tracking
Mobile App Tracking

Additional GA4 Configurations

Instructional-led | Mode of Delivery (Lecture, Demonstration & Modelling)

Custom Channel Groups
Content Grouping
Custom Dimensions & Metrics
User ID

Advanced Data Analysis with Explorations

Instructional-led | Mode of Delivery (Lecture & Illustration, Demonstration & Modelling)

How Explorations Work
Explorations Limitations
Explorations Editor
Sample Explorations
Share & Export Explorations

Assessment Component

Written Assessment – Case Study with Questions
Individual Project Presentation

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. He has worked on hundreds of successful…

Lin Xuanbin

With 11+ years of digital marketing experience under his belt, Xuanbin’s career has spanned MNCs, private companies, and government agencies across Technology, Financial Services, Media, Recruitment, and International Trade industries. 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….

*Only one trainer will be facilitating per class.

Course Fees & Fundings

Course Fee:
S$975.00 (inclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$292.50 (inclusive of 9% GST) after SSG Subsidies

Check your eligible grant amount and nett payable course fees when you apply now.

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by SkillsFuture Credit and are also UTAP claimable.

SkillsFuture Baseline Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$487.50

Course fees can be further offset by SkillsFuture Credit and are also UTAP claimable for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

SkillsFuture Enhanced Training Support for SMEs (ETSS)

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$487.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Course Schedule

Learning Mode	Course Dates	Duration	Trainer
In-Person	18, 19 Dec 2025 (Thu, Fri)	9.00am - 6.00pm	Dhawal Shah Apply Now
In-Person	05, 06 Mar 2026 (Thu, Fri)	9.00am - 6.00pm	Dhawal Shah Apply Now
In-Person	02, 03 Jul 2026 (Thu, Fri)	9.00am - 6.00pm	Dhawal Shah Apply Now
In-Person	29, 30 Oct 2026 (Thu, Fri)	9.00am - 6.00pm	Dhawal Shah Apply Now
In-Person	21, 22 Dec 2026 (Mon, Tue)	9.00am - 6.00pm	Dhawal Shah Apply Now

Frequently Asked Questions (FAQ)

What is the difference between the WSQ Digital Marketing Analytics course, this advanced course, and the Google Analytics Individual Qualification study resources?

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.

Are there any pre-requisites or minimum entry requirements?

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.

Do I have to prepare anything before attending the course?

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.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

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.

If I have any questions after the course, can I consult the trainer?

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

“Dhawal is always on the ball to answer questions! Appreciate the feedback and suggestions given to us during class.”

Eva Wong

“Dhawal managed to teach and simplify something that was complex. I appreciate his patience and his industry knowledge plus his experience in answering the questions that I had.”

Lorene

“Signed up for this advanced session after attending Basic GA course conducted by Dhawal. Learnt a lot from his sharing and knowledge on GA, and it was an extensive 2-days training. Even though im not proficient in GA, i’ll take the knowledge learnt and apply it by within next 1-2 weeks. Thanks Dhawal once again!”

Teo Jia En

“My experience with Equinet has been good so far. The trainer’s sharing of real life experiences has been helpful.”

Yong Soon Boon

“Very detailed and in-depth, the course has helped me understand digital marketing analytics better and what it is capable of.”

Hong Shiqiang

“Gave me more insights into how GA4 works and how I can interpret the data for my company’s website. I am now able to translate values into terminology to explain to stakeholders and improve our current practices.”

Loke Chia Li

“I’ve not had insights on how to use analytics before, and this is a good start. I can now generate revenue for my company through marketing. Plus, I’ve realised that quite a lot of things are trackable in my car, which people said weren’t. Nice to have this knowledge.“

Deborah

“I now have a better understanding of what I can do with Google Analytics in my area of work.”

Privina

“The course has definitely helped me better track the digital footprint of our events. Overall, it was very helpful. I feel it would be even more effective if we could use our own GA or Google Tag Manager accounts for the exercises instead of a demo account.”

Jamie

“This course has been very helpful for my GA4 application and supports my career progression.“

Audrey Van Houten

“The teaching was good, and the skills learnt are highly relevant. I am now able to apply better analysis tools to improve business performance, which will be valuable when I eventually secure a job.”

Tan Hwee Lin

“The skills learnt are applicable for daily work. I now have a better understanding of how to use GA4 to assess my website’s health and performance.”

Course Taken:
WSQ Advanced Digital Marketing Analytics (Google Analytics), 2025

Ong Lynette

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