WSQ Digital Marketing Analytics & Optimisation (Google Analytics 4) Course

Equinet Academy

Equinet Academy > All Courses > Digital Marketing Analytics & Optimisation (Google Analytics 4) Course

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

KPI & Metrics Mapping

GA4 Setup & Configuration

User & Traffic Analysis

Marketing Performance Measurement

Event & Conversion Tracking

Data Interpretation & Insight Development

AI-Driven Analytics Application

Campaign Tracking & Attribution

Organisational Analytics Alignment

Data-Driven Decision Making

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.

This course is part of the Certified Digital Marketing Analyst (CDMA) Programme and Certified Digital Marketing Strategist (CDMS) Programme v2.

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) – 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

Instructor-led

Lecture and 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

Lecture and Demonstration

Focus of Analytics in Marketing
Mapping KPIs to Metrics

Set Up Google Analytics

Instructor-led

Lecture and Illustration

Account Hierarchy
How Google Analytics Works
Data Filter

Accessing GA4 Reports

Instructor-led

Demonstration and Practical Application

Exploring Google Analytics
Basic Reporting Interface
Additional Concepts

Understanding Your User

Instructor-led

Demonstration and Practical Application

User & Retention Reports
User Exercise to Develop a Target User

Exploring Your Traffic

Instructor-led

Lecture and 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

Lecture and Demonstration

Practical Application

GA4 Event Basics
Engagement Reports
Improving Your User Experience
Engagement Exercise to Analyse Webpages

Tracking Monetisation & Conversions

Instructor-led

Lecture and Demonstration

Practical Application

Tracking Monetisation
Key Events

Redefine Organisational Approach To Analytics

Instructor-led

Lecture and Demonstration

Practical Application

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.

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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.

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*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

S$292.50

SkillsFuture Baseline Funding + SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Singapore Citizen 40-years old and above
Self-sponsored or Employer-sponsored (Non-SMEs)

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

SkillsFuture Baseline Funding + Enhanced Training Support for SMEs (ETSS)

Individuals 21-years old and above
Singapore Citizen, Permanent Resident or Long Term Visitor Pass Plus (LTVP+) Holder
Employer-sponsored (SMEs)

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

Apply Now

S$487.50

SkillsFuture Baseline Funding

Individuals 21-years old and above
Singapore Citizen, Permanent Resident or Long Term Visitor Pass Plus (LTVP+) Holder
Self-sponsored or Employer-sponsored

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.

Apply Now

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	07, 08 May 2026 (Thu, Fri)	9.00am - 6.00pm	Dhawal ShahApply Now
Online via Zoom	16, 17 Jun 2026 (Tue, Wed)	9.00am - 6.00pm	Jethro XuApply Now
In-Person	06, 07 Aug 2026 (Thu, Fri)	9.00am - 6.00pm	Dhawal ShahApply Now
In-Person	07, 08 Sep 2026 (Mon, Tue)	9.00am - 6.00pm	Jethro XuApply Now
In-Person	08, 09 Oct 2026 (Thu, Fri)	9.00am - 6.00pm	Dhawal ShahApply Now
In-Person	05, 06 Nov 2026 (Thu, Fri)	9.00am - 6.00pm	Dhawal ShahApply Now
In-Person	08, 09 Dec 2026 (Tue, Wed)	9.00am - 6.00pm	Dhawal ShahApply Now

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.

What is the difference between this course and the Advanced Digital Marketing Analytics course?

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.

Are there any pre-requisites or minimum entry requirements?

Trainees should 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.

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

Word on the Street!

Experience matters, discover honest feedback and stories from learners who shaped their future with us.

“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.”