Equinet Academy
Programme Outcomes
Skills That Give You an Edge
Measure Marketing Performance Clearly
Map business goals to KPIs, metrics, reports, and dashboards that support better decision-making.
Set Up More Accurate Tracking
Use GA4 and Google Tag Manager to track key actions such as visits, clicks, form submissions, conversions, and campaign activity.
Turn Data into Useful Insights
Analyse user behaviour, traffic sources, engagement, conversions, and campaign performance to identify what is working.
Optimise Campaigns with Confidence
Use analytics findings to improve marketing channels, budgets, content, user journeys, and conversion opportunities.
Manage Analytics More Effectively
Build stronger measurement plans, account structures, event tracking, reporting workflows, and analytics governance.
Programme Highlights
What You’ll Learn
Across three modules, you will build a complete digital marketing analytics, optimisation, and tracking capability:
- Digital marketing analytics fundamentals and how analytics supports business and marketing decisions
- Mapping business objectives to KPIs, metrics, user journeys, and marketing performance questions
- GA4 account setup, data filters, reports, and campaign tracking
- User, acquisition, engagement, monetisation, and retention reports in GA4
- Event basics, key events, conversions, and marketing performance measurement
- Attribution, ROI analysis, budget allocation, and benchmarking for better campaign decisions
- People, process, and technology considerations for improving analytics adoption
- Assessment: case study and short answers/structured questioning/written assessment
- Measurement planning for advanced analytics and business decision-making
- GA4 data collection, tracking, cookies, privacy, and legal considerations
- Event configuration, key events, custom insights, and advanced GA4 settings
- Advertising data analysis, channel analysis, traffic source scopes, and attribution models
- Audience setup, ecommerce tracking, mobile app tracking, and additional GA4 configurations
- Custom channel groups, content grouping, custom dimensions, custom metrics, and User ID
- Advanced reporting using GA4 Explorations, including sharing and exporting reports
- Assessment: case study with activity sheet and individual project presentation
- Google Tag Manager setup, account creation, interface navigation, and workspace management
- Installing Google Tag Manager on a website and verifying setup with Google Tag Assistant
- Tags, triggers, variables, data layers, and user-defined variables
- Google Analytics integration through Google Tag Manager
- Event tracking for clicks, form submissions, exit links, and key website actions
- Deploying third-party tags such as Facebook Pixel and Google Ads conversion tracking
- Version control, preview mode, folders, container permissions, and tag deployment workflows
- Assessment: case study with written questions and individual project presentation
Trainers
Meet Your Educators
Target Audience
Who Should Attend
This programme is designed for marketers, analysts, business owners, and digital teams who want to measure marketing performance more accurately, understand campaign data, and make better optimisation decisions.
It is suitable for:
- Marketing Managers and Marketing Executives
- Digital Marketing Analysts and Performance Marketers
- Business Owners and Ecommerce Teams
- Digital Marketing Agency Professionals
- Website Administrators and Web Operations Teams
- Campaign Managers responsible for tracking and reporting
- Professionals who want to strengthen GA4 and Google Tag Manager skills
Differentiators
What Makes This Programme Different
Most analytics courses teach reports and platform navigation. The Certified Digital Marketing Analyst 2.0 programme helps learners build a repeatable measurement process for tracking the right actions, interpreting data, and improving marketing performance.
Get Certified
Certification Pathway
To attain the Certified Digital Marketing Analyst 2.0 certification by Equinet Academy, complete the following modules:
- Module 1: Digital Marketing Analytics & Optimisation (Google Analytics 4) (2 days, 16 hours)
- Module 2: Advanced Digital Marketing Analytics (Google Analytics) (2 days, 16 hours)
- Module 3: Google Tag Manager (2 days, 16 hours)
- Pass all module assessments across all three courses
Each module can also be taken as a standalone course. Learners who have already completed any of the modules as standalone courses may count them toward the Certified Digital Marketing Analyst 2.0 certification.
Candidates who complete each module with at least 75% attendance and demonstrate competency in all assessments will receive the corresponding award for that module. Candidates who complete all three modules will receive the Certified Digital Marketing Analyst 2.0 certificate from Equinet Academy.
Fees Breakdown
Programme Fees
| Module | Full Fee | After Bundle Discount | After Max Modular Funding |
|---|---|---|---|
| M1: WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4) | S$780.00 | S$234.00 | |
| M2: WSQ Advanced Digital Marketing Analytics (Google Analytics) | S$780.00 | S$234.00 | |
| M3: WSQ Google Tag Manager | S$792.00 | S$237.60 | |
| Full Certified Digital Marketing Analyst 2.0 ProgrammeAfter Max Modular Funding | Total Nett Fee: | From S$705.60 excl. GST(GST Absorbed) | |
*Funding eligibility varies by module. Select modules currently qualify for SkillsFuture Credit and SSG subsidies when taken individually. Speak to a course consultant to confirm eligibility for specific modules and to understand the right enrolment path for your situation.
Course Schedule
Mark Your Calendar!
Total modules: 3 modules
| Course Dates | Trainer |
|---|---|
|
02 Jul 2026 to 03 Jul 2026 9.00am - 6.00pm · In-Person
|
Multiple TrainersApply Now
|
|
06 Aug 2026 to 30 Oct 2026 9.00am - 6.00pm · In-Person
|
Multiple TrainersApply Now
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|
05 Nov 2026 to 22 Dec 2026 9.00am - 6.00pm · In-Person
|
Multiple TrainersApply Now
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Frequently Asked Questions
The Need to Know
Everything you need to know about the programme. Can’t find the answer you’re looking for? Please contact our friendly team.
You will gain hands-on experience with Google Analytics 4 and Google Tag Manager, including reporting, event tracking, conversions, campaign tracking, Explorations, and tag deployment. Tools may be updated over time to reflect current industry practices.
The recommended sequence is Module 1, then Module 2, then Module 3.
Yes. Each module can be taken as a standalone course. All three modules carry their own Equinet Academy Certificate of Completion independently.
No. Coding experience is not required. You will learn how to set up tags, triggers, variables, and event tracking using Google Tag Manager’s interface.
You will be able to measure marketing performance, set up more accurate tracking, analyse GA4 reports, uncover useful insights, and make better optimisation decisions across campaigns and channels.
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