WSQ Digital Marketing Analytics (Google Analytics 4) Course

Transform Data into Actionable Insights. Become Google Analytics 4 Competent.

Check your funding eligibility (up to 70% subsidies) and reserve your seat

Modes of Delivery:
In-Person or Online Classroom

Duration: 16 Hours (2 Days)

Accredited by SkillsFuture Singapore (WSQ)

3-Year Access to Course Resources

3-Year Access to E-Learning Videos

3-Year Refresher and Ask Me Anything Sessions

Corporate Clients

Be assured of the highest quality of training in the classroom.

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 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



You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

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 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 effectives 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

This course comes with 3-year free access to the e-learning course videos.

Download the full course brochure here.

Curriculum has been revised from Google Analytics (Universal Analytics) to Google Analytics 4 (GA4).

Digital Marketing Analytics Fundamentals

Instructor-led | Mode of delivery (Lecture, ice-breaker, group activity)

  • What is Digital Marketing Analytics
  • Emerging Trends in Digital Marketing Analytics
  • What is its Role in a Digital Framework
Digital Marketing Analytics from a Marketing Standpoint
Instructor-led | Mode of delivery (Lecture, case study, group discussion, group presentation, class discussion)

  • Focus of Digital Analytics in Marketing and its Importance
  • User Journey from Media to Measured Objectives
  • Mapping Marketing KPIs to Metrics
Setting Up Google Analytics 4 (GA4)

Instructor-led | Mode of delivery (Lecture, case study, demonstration and modelling, practical, group discussion, group presentation)

  • Google Analytics Account Hierarchy
  • How Google Analytics Works
  • Your First Website Visitor: You
  • Connecting GA3 to GA4
  • Data Filter
Accessing Google Analytics 4 (GA4) Reports

Instructor-led | Mode of delivery (Lecture, demonstration and modelling, practical, class exercise)

  • Exploring the Google Analytics interface
  • Familiarising with GA4 Interface & Concepts
Understanding Your User

Instructor-led | Mode of delivery (Lecture, demonstration and modelling, group project work)

  • Analysing User & Retention Reports
  • Analysing User Data to Develop a Target User
Exploring Your Traffic

Instructor-led | Mode of delivery (Lecture, demonstration and modelling, group discussion, group presentation)

  • Source vs Medium vs Channel
  • Analysing Acquisition Reports
  • Campaign Tagging & Data
  • Analysing Acquisition Data to Improve Your Marketing Efforts
Determining User Engagement

Instructor-led | Mode of delivery (Lecture, demonstration and modelling, group project work, practical)

  • Analysing Engagement Reports
  • Understanding Events in GA4
  • Improve Your User Experience
Tracking Monetisation & Conversions

Instructor-led | Mode of delivery (Lecture, demonstration and modelling, practical)

  • Tracking Monetisation
  • Define & Set up Your Conversions
Redefining Organisational Approach to Analytics

Instructor-led | Mode of delivery (Lecture, class discussion)

  • People: No ‘I’ in team
  • Process: Standardise Efforts
  • Technology: Simplify Life
Assessment Component
  • Short Answers/Structured Questioning (Written Assessment)
  • Case study (Written Assessment)
This module is part of the Certified Digital Marketing Strategist (CDMS) Programme, comprising of 6 core modules. Graduates of this module may wish to progress to the Advanced Digital Marketing Analytics course module.


A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-5007-1.1 Market Research under the National Infocomm Competency Framework (NICF) and Certification of Completion by Equinet Academy will be awarded to trainee who have demonstrated competency in the WSQ Digital Marketing Analytics assessment and achieved at least 75% attendance.

WSQ Digital Marketing Analytics Course Certificate

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-5007-1.1 Market Research.

Course Codes: TGS-2019503421 / TGS-2020505256

Course Support Period: 01 Jul 2019 – 30 Jun 2023 (In-person) / 06 Aug 2022 – 05 Aug 2024 (E-Learning)


Dhawal Shah
Dhawal Shah

Dhawal is the Managing Director at 2Stallions Digital Marketing Agency, an award-winning full-service digital marketing agency, based out of Singapore that he co-founded in 2012. It has grown from a founding team of 2 to a team of 20, and growing, across 4 countries. He has overseen more than 250 successful digital marketing projects with clients ranging from startups to MNCs.


“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.”

Audrey Wu, Esquire

“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).”

Sim En Qi, National Heritage Board

“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.”

Ina Jasni, Integrated Health Information Systems

“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.”

Aye Mon, Workforce Singapore (WSG)

Why Learn at Equinet?

Get expert advice, learning resources, and post-training support for up to 3 years.

Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.

Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

Equinet Academy Insider

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

Course Resources

Get 3-year access to constantly updated Digital Marketing Analytics course resources.

E-Learning Videos

Watch bite-sized lessons online to help you recap on what you have learnt, for up to 3 years.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.

Choose from online classroom and in-person (face-to-face) classroom learning.

Online Classroom Course Dates
Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
23, 24 Mar 2023 (Thu, Fri), 9am - 6pm Full House
29, 30 Aug 2023 (Tue, Wed), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$959.04 (inclusive of 8% GST)

Course fee after eligible SSG Subsidies:

From S$337.44 (inclusive of 8% GST) after 70% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.

Self-Sponsored Singapore Citizens and Singapore PRs – 50% Funding:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) Fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds

Company Sponsored (SMEs):

Enhanced Training Support for SMEs (ETSS) – 70% funding:
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company Sponsored (Non-SMEs)

SSG Non-SME Grant – 50% funding:
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check eligible grant amount and nett payable course fees via the grant calculator.


Questions? Check out the frequently asked questions below.
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.

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.

Are there any funding or government subsidies for this course?

You may be eligible for up to 70% SkillsFuture subsidies. If you wish to check your funding eligibility, you may complete step 1 of the course registration form to check your nett course fees payable after all available subsidies.

For more information on all available course funding/grants/subsidies, you may check out this FAQ page.

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.

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.

What is the difference between online classroom and in-person classroom learning modes?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Can't I learn everything over the internet?

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Will there be video recordings of the session made available for reference after class?

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

Are these short courses sufficient to achieve desirable learning outcomes?

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

I'm still unsure whether this course can help me meet my objectives.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.

WSQ Digital Marketing Analytics

Transform Data into Actionable Insights. Become Google Analytics 4 Competent.

Up to 70% subsidies; reserve your seat today

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