WSQ Digital Marketing Analytics Course

Transform Data into Actionable Insights. Get Google Analytics Certified.

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

Singaporeans are a highly-connected net savvy population, driving commerce online. SME’s and corporate brands are rapidly recognising that a simple online presence is not enough. Consumers review and differentiate products services online. E-commerce is the best “routes to market” with great retail and brand uplift opportunities.

F&B outlets and MNC producers of FMCG, can no longer rely on television, as consumer in-market audiences have already moved online. The solutions are performance based in-market, engagement and conquest channels, with audience and buy-point segmentation, requiring performance, KPI and ROI analysis.  The challenges facing employers is how to bridge the new skills gap, within company competencies and capacity building.

This intensive two-day Digital Marketing Analytics training course outlines the features, advantages and benefits of digital marketing analytics. With theory and practical exercises, designed to enhance data planning and capture capabilities, producing actionable insight.

The web analytics module also zooms in on the BIG WHYs customers do the things they do on a website such as abandoning a shopping cart, spend very little time on a website, and more.

Furthermore, trainees will learn how to track and measure the effectiveness of both online marketing channels (SEO, Online ads, Social Media, Content) and offline marketing channels (flyers/brochures, TV, in-store promotions) with Google Analytics, and make important business decisions such as directing your marketing dollars to the best performing channels.

Through intelligent quantitative and qualitative analysis on key user behaviour metrics and deploying industry-leading analytical tools to gain a clear perspective of modern-day consumer buying journeys, Digital Analytics teams will be able to make better business decisions to achieve business objectives.

Google Analytics Certification

Throughout the course, trainees will undertake quizzes via the Google Analytics Academy platform. Upon achieving a passing score of at least 80% for all quizzes, trainees will attain a Google Analytics for Beginners Certification of Completion, awarded by Google Analytics Academy.

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
  • Attain the Google Analytics Certification for Beginners

This course is not for:

  • Digital analytics practitioners with more than a year of experience on the Google Analytics 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 and implement tracking parameters on a live website (installing tracking code, goal setting, linking Google Ads to Google Analytics, and more)
  • How to analyse and interpret Google Analytics Audience, Acquisition, Behaviour, and Conversions 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.

Discover Digital Marketing Analytics Fundamentals
Instructor-led | Mode of delivery (Lecture, ice-breaker, group activity)

  • What is Digital Marketing Analytics (Preview Lesson Video)
  • What is its Role in a Digital Framework
  • Why Digital Marketing Analytics
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
Instructor-led | Mode of delivery (Lecture, case study, demonstration and modelling, practical, group discussion, group presentation)

  • Google Analytics Hierarchy
  • Creating a Google Analytics account
  • Understanding Google Analytics permissions
  • Setting up Google Analytics on your website
  • Creating Standard Views
  • Cleaning up your views with filters
Accessing Google Analytics Reports
Instructor-led | Mode of delivery (Lecture, demonstration and modelling, practical, class exercise)

  • Exploring the Google Analytics interface (Preview Lesson Video)
  • Overview Reports vs Full Reports
  • Creating & Sharing Dashboards & Reports
Gaining Insights into Your Audience
Instructor-led | Mode of delivery (Lecture, demonstration and modelling, group project work)

  • Analysing Audience Reports
  • Understanding your audience
  • Sample Customer Persona
Exploring Your Traffic
Instructor-led | Mode of delivery (Lecture, demonstration and modelling, group discussion, group presentation)

  • Source vs Medium vs Channel (Preview Lesson Video)
  • Important Traffic Reports (Acquisition Channels)
  • Accessing benchmarking reports
  • How to Improve Your Marketing Efforts
Determining Visitor Behaviour
Instructor-led | Mode of delivery (Lecture, demonstration and modelling, group project work, practical)

  • Analysing Behaviour reports
  • How to improve your user experience
Measuring Campaigns & Conversions
Instructor-led | Mode of delivery (Lecture, demonstration and modelling, practical)

  • Campaign Tagging
  • Analyzing Goals Reports
  • Setting Up Goals
  • Tracking Google Ads in Google Analytics
  • Measuring ROI
Redefining Organisational Approach to Analytics
Instructor-led | Mode of delivery (Lecture, class discussion)

  • People: No ‘I’ in team
  • Process: Standardise Efforts
  • Technology: Simplify Life
  • Emerging Trends: What’s Coming Up
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.

Trainees will also attain the Google Analytics for Beginners Certificate of Completion issued by Google Analytics Academy upon achieving a passing score of at least 80%.

*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


Basic computer knowledge.

Face-to-Face classroom learning mode: Each trainee will be provided a windows laptop for the duration of the course. Trainees may however opt to bring their own laptops.

Online-classroom learning mode: Personal computer, stable internet connection of at least 10mbps, webcam, microphone, video conferencing platform, and other logistical requirements outlined in the Online-based Classroom Learner Guide.


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.

Career Assistance

Fast track your career in digital marketing through our job placement assistance program.

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.
Signing up for in-person classroom learning? Read the additional safety measures.

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

In-Person Course Dates
Enhanced safety measures in place aligning to MOH's guidelines.

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

Course Schedules:
1, 2 Dec 2021 (Wed, Thu), 9am - 6pm Limited seats
7, 8 Dec 2021 (Tue, Wed), 9am - 6pm Full house
28, 29 Dec 2021 (Tue, Wed), 9am - 6pm Full house
18, 19 Jan 2022 (Tue, Wed), 9am - 6pm Limited seats
3, 4 Feb 2022 (Thu, Fri), 9am - 6pm
29, 30 Mar 2022 (Tue, Wed), 9am - 6pm Limited seats
9, 10 Apr 2022 (Sat, Sun), 9am - 6pm
25, 26 May 2022 (Wed, Thu), 9am - 6pm
4, 5 Jun 2022 (Sat, Sun), 9am - 6pm

(Click on the course dates above to register online)
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:
4, 5 Nov 2021 (Thu, Fri), 9am - 6pm Full house
4, 5 Dec 2021 (Sat, Sun), 9am - 6pm Limited seats
21, 22 Dec 2021 (Tue, Wed), 9am - 6pm Full house
22, 23 Jan 2022 (Sat, Sun), 9am - 6pm
26, 27 Jan 2022 (Wed, Thu), 9am - 6pm Limited seats
8, 9 Feb 2022 (Tue, Wed), 9am - 6pm
26, 27 Mar 2022 (Sat, Sun), 9am - 6pm
6, 7 Apr 2022 (Wed, Thu), 9am - 6pm
28, 29 May 2022 (Sat, Sun), 9am - 6pm
7, 8 Jun 2022 (Tue, Wed), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:

Course fee after eligible SSG Subsidies:

From S$328.56 (inclusive of 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

$888 $328.56 (inclusive of GST of $62.16)
(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

$888 $506.16 (inclusive of GST of $62.16)
(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

$888 $328.56 (inclusive of GST of $62.16)
(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

$888 $506.16 (inclusive of GST of $62.16)
(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

$888 $328.56 (inclusive of GST of $62.16)
(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.
What is the difference between online classroom and face-to-face traditional classroom?
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.

How is this course different from other digital marketing analytics courses in the market?
This course provides you with bite-sized, yet comprehensive and actionable digital marketing analytics strategies and tactics that you can implement right after the course. Unlike other Diploma and certification courses, which are packed with assignments and require a long-term time commitment, you can get a comprehensive overview of what digital marketing analytics is all about in two days. After completing this course, you can then progress to the Advanced Digital Marketing Analytics Course and other advanced and elective digital marketing courses.

At Equinet Academy, we are committed to delivering quality training:

  • We provide you with 3-year access to up-to-date course materials (learner’s guide, slides, templates, and other training resources) which you can still access after the training via the learning portal.
  • You will not sit through hours and hours of dry and tormenting lecture. Instead, you will experience fun and engaging sessions as we apply instructional design learning methodologies such as group discussions, group project work, case studies, interactive quizzes, and hands-on implementation of the concepts learnt.
  • You will be guided by an experienced professional in the field of digital marketing analytics, who will be able to provide you with actionable advice and costly mistakes to avoid, thus shortening your learning curve.
  • You will be provided with additional support after completing the course.
Is 2 days sufficient to meet the learning objectives?
Equinet Academy’s courses are designed to provide bite-sized yet comprehensive information to be delivered within 1-3 days. The courses not only include theory but also hands-on practical experience so that trainees can take away applicable knowledge.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to resit the course online without any cost on your end. You will also have 3-year access to the courseware online which you may review, and post-training Ask Me Anything sessions to address your challenges with a subject matter expert.

If you want to further your knowledge and skills in digital marketing analytics, you may progress to the Advanced Digital Marketing Analytics Course to learn practitioner-level skills.

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. By the end of the course, you will earn the Google Analytics for Beginners certificate awarded by Google Analytics Academy.

The Advanced Digital Marketing Analytics course goes into more detail covering more advanced concepts of Google Analytics. Toward the end of the course, you will attempt to pass 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.

Can't I learn everything online?
Our courses offer a very hands on approach so that you will be able to apply these concepts learnt in the courses in real life practical situations. Moreover, our trainers are industry experts who can clarify your doubts in real time. We also offer post-training support which includes unlimited 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, forum support, and 3-year access to up-to-date courseware via the learning portal.
If I have specific questions relating to digital marketing analytics after the course, can I consult the trainer?
Yes, you may most certainly book unlimited complimentary 2-hour Ask Me Anything sessions with a subject matter expert for up to 3 years to clarify your doubts or address any challenges you may be facing. The links to book your Ask Me Anything sessions will be emailed to you after your course.
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 other prerequisites/ criteria I need to meet in order to attend this course?
You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

If you have no prior experience in sales and marketing, attending the Digital Marketing Strategy Course prior to this course is recommended, although not a requirement.

Will this course allow me to acquire sufficient skills to find a job as a digital marketer?
Though you may gain useful skills and applicable knowledge after completing this course, landing a job in digital marketing is a different level as some field experience is required. For more information on kickstarting a career in digital marketing, you may explore our Digital Marketing Career Portal.
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.

How do I sign up?
You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.
I'm still unsure whether this course can help me meet my objectives.
If you’re unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs, or claim your free 5-step Digital Marketing Strategy Guide. 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.



after 70% Subsidies inclusive of GST. Original Course Fee: S$888.00

WSQ Digital Marketing Analytics

Transform Data into Actionable Insights. Get Google Analytics Certified.

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

From S$328.56
After 70% subsidy