Clearer data. Smarter marketing decisions.
View Dates & ApplySee It for Yourself
Hear From The Trainer
Most people collect marketing data without knowing what to do with it. Dhawal explains why effective marketers rely on KPI mapping, GA4 setup, and data-driven decision-making instead. Discover how this course develops practical Google Analytics skills, report interpretation techniques, and optimisation planning strategies for marketing decisions grounded in real data.
Not ready to register yet? Have questions first? Fill in the form to speak to a consultant. Our course consultants will be more than happy to assist you.
Tools Covered
Inside Your Toolbox
Specific tools depth of coverage may vary based on industry trends and learner needs.
Google Analytics 4KPI Mapping
Connect business goals to measurable outcomes.
GA4 Implementation
Build a reliable analytics foundation.
User Behaviour Analysis
Understand how visitors interact with your website.
Traffic Analysis
Identify where your best traffic comes from.
Conversion Tracking
Measure actions that drive business results.
Marketing Insights
Turn data into smarter marketing decisions.
Course Outcomes
Learning Outcomes
By the end of the course, you 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
Course Outline
What You’ll Learn
Want a portfolio & career placement?
Pair this course with an Equinet Career Programme
This course builds your capability and certifies you. It does not include a project-based capstone, client placement, or career coaching. Our Career Programmes are built for that: three months on a real project brief, your own product idea or a host organisation, with dedicated career support and mentorship throughout.
Many graduates take both: the course for the certification and capability, a Career Programme for the portfolio case study and placement. Speak to a course consultant about the combined pathway.
Trainers
Meet Your Educators
Ben Huang
Dhawal Shah
Jethro Xu
Target Audience
Who Should Attend
This course is designed for professionals who want to expand their skills.
It is suitable for:
- Marketing Managers
- Marketing Executives
- Digital Marketing Agency Professionals
- Business Owners managing digital marketing
- Learners who want to adopt a more data-driven approach to marketing
Course Fee and Funding
Fund Your Brain Gain
This is a SkillsFuture-funded WSQ course. The full course fee is S$975.00. Your nett fee depends on your citizenship, age, and whether you are sponsored by an SME employer. Additional offsets like SkillsFuture Credit, PSEA, UTAP, and SFEC can stack on top of your nett fee.
1. SSG SUBSIDY TIERS
Pick the row that describes you. Subsidies are applied at registration; no separate application is needed.
| Who you are | Subsidy | Nett fee |
|---|---|---|
| Singapore Citizen aged 40 and above, self-sponsored or employer-sponsored (Non-SME)MCES (MID-CAREER ENHANCED SUBSIDY) | Baseline 50% + MCES 20% = 70% total | S$292.50save S$682.50 |
| Singapore Citizen, PR, or LTVP+ Holder sponsored by an SME employerETSS (ENHANCED TRAINING SUPPORT FOR SMES) | Baseline 50% + MCES 20% = 70% total | S$292.50save S$682.50 |
| Singapore Citizen, PR, or LTVP+ Holder aged 21 and above, self-sponsored or employer-sponsoredBASELINE FUNDING | Baseline 50% | S$487.50save S$487.50 |
| Foreigner / not eligible for SSG funding | Subsidies not applicable | S$975.00full fee |
Eligibility for ETSS depends on your employer’s SME status (ACRA-registered with annual sales of S$100M or less, or 200 employees or fewer). MCES applies to Singapore Citizens aged 40 and above. You receive whichever subsidy is most favourable, not both.
2. ADDITIONAL OFFSETS (STACK ON TOP)
These are applied to your nett fee after subsidies. You can combine more than one if you qualify.
SkillsFuture Credit (SFC)
SINGAPORE CITIZENS AGED 25 AND ABOVE
Use your SkillsFuture Credit balance to offset your nett course fee. Singaporeans receive a base credit of S$500.
PSEA
SINGAPORE CITIZENS AGED 30 AND BELOW
Use your Post-Secondary Education Account to pay for SkillsFuture-related course fees. Apply via your bank or MOE.
UTAP
NTUC UNION MEMBERS
Get 50% off your out-of-pocket fee, capped at S$250 per year (S$500 for members aged 40 and above). This course is UTAP claimable – apply via the U Portal after course completion.
SFEC
Employers can use SkillsFuture Enterprise Credit (S$10,000) to offset up to 90% of out-of-pocket course fees on top of existing schemes. Check eligibility at enterprisesg.gov.sg.
3. WORKED EXAMPLE
Example assumes you have at least S$292.50 SkillsFuture Credit opening credit balance. Actual nett fee depends on your specific eligibility.
Certification Pathway
Get Certified
To attain the Certified Digital Marketing Analyst 2.0 certification, learners are required to complete the following modules:
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
Course Support Period: 01 Jul 2019 – 30 Jun 2027
After the Course
Post-training Support
Your learning does not stop when the course ends. All graduates get ongoing access to three support channels included in the course fee.
Alumni Community
Join the Equinet Insider Network. Ask questions, share wins, and connect with fellow graduates and industry practitioners.
Live Post-Training Mentoring Sessions
Attend live group mentoring sessions with industry subject matter experts. Bring real problems from your work and get practitioner feedback.
Direct Trainer Access
Continue the conversation with your trainer after the course ends. Bring questions from real work and get practitioner feedback.
Post-training mentoring clinic sessions are included in your course fee.
1:1 paid mentoring sessions are also available for graduates who want deeper, project-specific guidance on their own work.
For Organisations
Training a Team?
Course Schedule
Mark Your Calendar!
Duration: 2 Days (16 Hours)
| Course Dates | Trainer |
|---|---|
| 05, 06 Nov 2026 Thu, Fri · 9.00am - 6.00pm · In-Person
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| 08, 09 Dec 2026 Tue, Wed · 9.00am - 6.00pm · In-Person
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| 20, 21 Jan 2027 Wed, Thu · 9.00am - 6.00pm · In-Person
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| 20, 21 Feb 2027 Sat, Sun · 9.00am - 6.00pm · In-Person
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| 03, 04 Mar 2027 Wed, Thu · 9.00am - 6.00pm · In-Person
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| 17, 18 Mar 2027 Wed, Thu · 9.00am - 6.00pm · In-Person
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| 04, 05 May 2027 Tue, Wed · 9.00am - 6.00pm · In-Person
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| 01, 02 Jun 2027 Tue, Wed · 9.00am - 6.00pm · In-Person
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| 19, 20 Jun 2027 Sat, Sun · 9.00am - 6.00pm · In-Person
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| 13, 14 Jul 2027 Tue, Wed · 9.00am - 6.00pm · In-Person
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| 12, 13 Aug 2027 Thu, Fri · 9.00am - 6.00pm · In-Person
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| 23, 24 Sep 2027 Thu, Fri · 9.00am - 6.00pm · In-Person
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| 23, 24 Oct 2027 Sat, Sun · 9.00am - 6.00pm · In-Person
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| 16, 17 Nov 2027 Tue, Wed · 9.00am - 6.00pm · In-Person
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| 09, 10 Dec 2027 Thu, Fri · 9.00am - 6.00pm · In-Person
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Learners Review
What Our Trainees Say
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.”
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)
“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)
“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)
“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)
“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)
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 course includes guided demonstrations, practical exercises, and applied activities so learners can practise using GA4 reports and analytics concepts in realistic marketing situations.
Access to an existing GA4 account may be useful, but learners can still follow the course using the guided demonstrations and practice activities provided.
The course uses guided examples and practical scenarios. Learners may also relate the concepts to their own business or campaign data where applicable.
Yes. The course can help you better understand what your GA4 reports are showing and have more informed conversations with your agency or internal team.
Yes. Learners will practise connecting GA4 data to marketing insights, business questions, and clearer recommendations.
The course covers essential GA4 setup, but the main focus is helping learners use analytics data to understand performance and make better marketing decisions.
