Equinet Academy
WSQ-accredited courses are eligible for SkillsFuture subsidies.
Translate Google Analytics 4 Data into Smarter Marketing Decisions
Course Description
Singapore has become a highly-connected net savvy population, driving commerce online. SMEs and corporate brands are rapidly recognising that a simple online presence is not enough and that they can no longer rely on the uncertain results of television and print.
This intensive two-day Google Analytics training course outlines the features, advantages and benefits of implementing digital marketing analytics. With both theory and practical exercises, this course is designed to teach trainees how to enhance data planning and capture capabilities, producing actionable insight.
Trainees will also learn how to track and measure the effectiveness of both online marketing channels (E.g. SEO and Social Media) and offline marketing channels (TV and Print) using Google Analytics 4 (GA4) and how to make important business decisions, such as directing your marketing dollars to the best performing channels.
Through intelligent quantitative and qualitative analysis of key user behaviour metrics and deploying industry-leading analytical tools that now utilise AI to gain a clear perspective of modern-day consumer buying journeys, trainees will be able to make better marketing decisions that support business objectives.
Target Audience
This course is suitable for Marketing Managers, Marketing Executives, Small Business Owners, employees from Digital Marketing Agencies, and individuals who wish to:
- Gain a better appreciation of digital analytics, adopt a data-first approach, and cultivate a data-driven culture for their organisations and marketing projects
- Translate data into action to achieve business objectives
This course is not for:
- Digital analytics practitioners with more than a year of experience on the Google Analytics 4 platform
- Individuals who have passed the Google Analytics Exams
Course Highlights
In this Digital Marketing Analytics course, you will learn:
- The importance of digital marketing analytics to any organisation
- How to map marketing KPIs to digital analytics metrics and why is it important
- How to set up Google Analytics 4 and implement tracking parameters on a live website (installing tracking code, goal setting, linking Google Ads to Google Analytics 4, and more)
- How to analyse and interpret Google Analytics User, Acquisition, Engagement, Monetisation, and Retention reports and translate data into actionable optimisation plans
- How to make better marketing decisions through the use of in-built AI and understanding the impact of marketing budget allocation and benchmarking
- How to redefine organisational approach to analytics through the people, process, technology framework
- And much more
Course Objectives
By the end of the class, trainees will be able to:
- Understand the role of digital marketing analytics in the commercial and technical aspects of a modern enterprise website and market research
- Define critical questions throughout the user journey, map business objectives to marketing KPIs and metrics, and understand the importance of digital marketing analytics and digital data optimisation
- Deploy digital marketing analytics tools to establish and monitor marketing and advertising performance, KPI benchmarking, and apply key performance indicators (KPI’s) for the measurement of return on investment (ROI)
- Set up campaign tracking and measuring overall marketing effectiveness such as calculating the marketing return on investment (ROI) through applying appropriate marketing attribution models
- Redefine organisational approach to analytics, present marketing intelligence insights, and make key recommendations to senior management
Certification
A SkillsFuture WSQ Statement of Attainment (SOA) – Market 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 Digital Marketing Analytics & Optimisation (Google Analytics 4) course assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Market Research
Course Code: TGS-2019503421
Course Support Period: 01 Jul 2019 – 30 Jun 2027
Course Outline
Curriculum has been revised from Google Analytics (Universal Analytics) to Google Analytics 4 (GA4).
This course is part of the Certified Digital Marketing Analyst (CDMA) Programme and Certified Digital Marketing Strategist (CDMS) Programme v2.
Digital Marketing Analytics Fundamentals
Instructor-led | Mode of Delivery (Lecture & Illustration)
- What is Digital Marketing Analytics
- Emerging Trends in Digital Marketing Analytics
- Digital Marketing Strategy Framework
Digital Marketing Analytics from a Marketing Standpoint
Instructor-led | Mode of Delivery (Lecture & Demonstration)
- Focus of Analytics in Marketing
- Mapping KPIs to Metrics
Set Up Google Analytics
Instructor-led | Mode of Delivery (Lecture & Illustration)
- Account Hierarchy
- How Google Analytics Works
- Data Filter
Accessing GA4 Reports
Instructor-led | Mode of Delivery (Demonstration & Practical Application)
- Exploring Google Analytics
- Basic Reporting Interface
- Additional Concepts
Understanding Your User
Instructor-led | Mode of Delivery (Demonstration & Practical Application)
- User & Retention Reports
- User Exercise to Develop a Target User
Exploring Your Traffic
Instructor-led | Mode of Delivery (Lecture & Illustration)
- Source, Medium & Channel
- Acquisition Reports
- Google Ads Campaigns Reports
- Search Console Reports
- Campaign Tagging & Data
- Acquisition Exercise to Improve Your Marketing Efforts
Determining User Engagement
Instructor-led | Mode of Delivery (Lecture & Demonstration, Practical Application)
- GA4 Event Basics
- Engagement Reports
- Improving Your User Experience
- Engagement Exercise to Analyse Webpages
Tracking Monetisation & Conversions
Instructor-led | Mode of Delivery (Lecture & Demonstration, Practical Application)
- Tracking Monetisation
- Key Events
Redefine Organisational Approach To Analytics
Instructor-led | Mode of Delivery (Lecture & Demonstration, Practical Application)
- People
- Process
- Technology
Assessment Component
- Written Assessment – Case Study with Questions
- Individual Project Presentation
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…
Jethro Xu is the Founder of JET.AVE, Agency Head at Metric Digital, and fractional Chief Marketing Officer at several startups. With close to two decades of experience in marketing and eCommerce, Jethro has helped build and scale many eCommerce storefronts, both for himself and his clients. His eCommerce experience is varied, and ranges from consumer electronics and movie paraphernalia, to flowers and healthcare products, and everything in between! His portfolio of eCommerce clients also includes companies at every stage of business maturity, from startups with a single product, to established multinational brands trying to expand into new markets.
*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.
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.
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)
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
Frequently Asked Questions (FAQs)
The WSQ Digital Marketing Analytics course covers the fundamental concepts of Google Analytics 4.
The Advanced Digital Marketing Analytics course goes into more detail covering more advanced concepts of Google Analytics and preps you for the Google Analytics Individual Qualification (GAIQ). 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.
Trainees should 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.
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.
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
“The Google Analytics course was comprehensive and learning was made fun. My takeaways on how to build a dashboard or read data has improved and enabled better decision making at work.”
“This course has equipped me with the skills to unlock greater value from Google Analytics. It has helped me better design my Google Analytics setup to measure my webpage’s performance.”
“The trainer did a really good job elaborating on the lessons, making them easy to understand. The course helped me gain more knowledge about how GA4 works, especially since I had no prior experience with Google Analytics.“
“The course is taught by working professionals, which makes the learning experience valuable. It will give me the confidence to find new roles.”
“A course that exceeded my expectations overall. Detailed and patient guidance by the trainer – who not only taught us how to use GA, but also shared plenty of current industry insights and relevant real-life examples. Would highly recommend for anyone looking to learn more about data analytics in marketing.”
“Though there was a lot of information to be absorbed, Dhawal was able to share insights in a layman’s perspective and it made it easy for me to understand the module.”
“Even though I’ve been using GA for years (self-taught and learned from former managers), I learned a lot more from this course as it is much better than the videos offered in Google Analytics academy.”
“This is my second course with Equinet, I am thoroughly amazed at how the trainers condensed the course content into something that was easier to digest! For this Google Analytics course, I was surprised I was even able to follow through the class with not much difficulties (given that I am not a data savvy person).”
“The course is very detailed and provides sufficient hands-on practice to familiarise with the tools. It covers the essential foundations needed and helps improve the ability to perform analytics effectively.
“This course helps me achieve the KPIs set for my department, contributing to organisational goals. It allows me to apply my Google Analytics knowledge to develop effective digital marketing strategies and increase ROI for our campaigns.”
“The course provides sufficient knowledge and hands-on exercises essential for digital marketing roles. It allows me to gather granular data on SP’s digital efforts and identify useful metrics. It has also expanded my skill set, giving me broader career opportunities in the future.”
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