Translate Google analytics 4 data into smarter marketing decisions
Course Description
What is This Course About?
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 desig able to make better marketing decisions that support business objectives.
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 bened to teach trainees how to enhance data planning and capture capabilities, producing actionable insight.
Target Audience
Made for the BOLD!
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
Prerequisites
What You’ll Need to Get Started
You are required to have basic computer skills, including opening and closing files, dragging and dropping items, and copying and pasting content. You should also be comfortable with web browsing and able to write and converse in English.
Course Highlights
What You’ll Learn
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
What You’ll Takeaway
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
Skills Gained:
Digital Analytics Fundamentals
Understand the role of digital analytics in modern marketing and business decision-making.
KPI & Metrics Mapping
Map business objectives to KPIs and select the right metrics across the user journey.
GA4 Setup & Configuration
Install GA4, configure tracking, link platforms, and prepare accurate data collection foundations.
User & Traffic Analysis
Analyse User, Acquisition, Engagement, Monetisation, and Retention reports to uncover behavioural insights.
Marketing Performance Measurement
Track marketing effectiveness using performance benchmarks, attribution models, and ROI calculations.
Event & Conversion Tracking
Configure events and conversions to measure meaningful user actions that impact business results.
Data Interpretation & Insight Development
Translate raw data into actionable insights to optimise marketing decisions and future campaigns.
AI-Driven Analytics Application
Use GA4’s AI-powered features to forecast trends, understand patterns, and improve budget allocation.
Campaign Tracking & Attribution
Apply campaign tracking parameters and evaluate attribution models to understand channel contribution.
Organisational Analytics Alignment
Redefine analytics processes by integrating people, process, and technology frameworks across teams.
Data-Driven Decision Making
Present insights and strategic recommendations that support senior management and commercial goals.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
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.
Course Code: TGS-2019503421 | TGS-2020505256
Course Support Period: 01 Jul 2019 – 30 Jun 2027 | 6 Aug 2020 – 05 Aug 2026
Course Outline
Inside the course
Curriculum has been revised from Google Analytics (Universal Analytics) to Google Analytics 4 (GA4).
This WSQ Digital Marketing Analytics course covers Google Analytics 4 fundamentals, GA4 setup, KPI and metrics mapping, user and traffic analysis, event and conversion tracking, attribution models, and AI-driven insights to support data-driven marketing decisions across channels.
Digital Marketing Analytics Fundamentals
- What is Digital Marketing Analytics
- Emerging Trends in Digital Marketing Analytics
- Digital Marketing Strategy Framework
Digital Marketing Analytics from a Marketing Standpoint
- Focus of Analytics in Marketing
- Mapping KPIs to Metrics
Set Up Google Analytics
- Account Hierarchy
- How Google Analytics Works
- Data Filter
Accessing GA4 Reports
- Exploring Google Analytics
- Basic Reporting Interface
- Additional Concepts
Understanding Your User
- User & Retention Reports
- User Exercise to Develop a Target User
Exploring Your Traffic
- 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
- GA4 Event Basics
- Engagement Reports
- Improving Your User Experience
- Engagement Exercise to Analyse Webpages
Tracking Monetisation & Conversions
- Tracking Monetisation
- Key Events
Redefine Organisational Approach To Analytics
- People
- Process
- Technology
Assessment Component
- Case Study
- Short Answers/Structured Questioning/Written Assessment
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
Jethro Xu
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.
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
S$292.50
S$487.50
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 | 06, 07 Aug 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 07, 08 Sep 2026 (Mon, Tue) | 9.00am - 6.00pm | |
| In-Person | 08, 09 Oct 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 05, 06 Nov 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 08, 09 Dec 2026 (Tue, Wed) | 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 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.
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.
“The course is relevant to my current line of work. Almost every topic helped me gain more knowledge about marketing strategies and advertising. It has broadened my understanding of marketing strategy, and I look forward to exploring AI further.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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).”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“The course is taught by working professionals, which makes the learning experience valuable. It will give me the confidence to find new roles.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“This course has helped me become a more well-rounded marketer by equipping me with analytical skill sets using Google Analytics, complementing my previous knowledge of social media analytics tools.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“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.“
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
“A good overview and introduction to GA4 that shows how it is relevant to my career, compared to exploring it on my own.”
Course Taken:
WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4)
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.