Google Analytics Mastery – The Data Driven Approach to Digital Marketing

Part of the ModularMaster in Strategic Digital Marketing programme

Google Analytics has become the de-facto website tracking tools used by webmasters and marketers. It is very powerful in measuring, reporting and analyzing your data. With a growing digital media spend, it also comes with a stronger demand of digital analytics talent.

This 5-day programme teaches marketers the data-driven approach to digital marketing and participants will learn how to measure, report and analyze data collected in Google Analytics.

Plan your learning path

This course can be taken as a module on its own or as part of the Graduate Certificate in Digital Advertising stack and participants will earn 12 subject credits which can also be used towards completing the ModularMaster in Strategic Digital Marketing.

Course Details

Course Dates:
August (4, 11, 18, 25), September (8)
Presentation: September (22) 

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Closing date: 9 July 2023

Past Intakes
Intake 1: 9 June - 28 July 2021


Who Should Attend

Advertising or Marketing executives/managers, digital advertising marketing specialists, Google/web analytics specialists, and business owners.

Learners looking for career switch can use this course as a foundation as an entry to the digital marketing landscape.


  • None but some understanding of current digital media platforms would be useful.

  • Basic computer literacy

Programme Outline

Learning Objectives and Structure
  1. Understand the fundamentals of Google Analytics
  2. Learn how to measure, report and analyse data in Google Analytics
  3. Understanding dimensions and metrics
  4. Install and audit your Google Analytics setup
  5. Gain proficiency in Google Tag Manager and Google Data Studio

Programme Structure: Participants will go through 4 days of training. Class will reconvene on the 5th day for a presentation as part of the course assessment.

Day 1
  • What is Google Analytics and how it works
  • Understanding key terminology used in Google Analytics
  • Cookie-based analytics vs user-based analytics
  • Google Analytics vs Google Analytics 360: What are the differences?
  • What is the role of analytics in your business?
  • Understanding user journey and mapping out the right success metrics
  • Google Analytics setup and best practices
  • Demo: How to set up & troubleshoot Google Analytics on WordPress and other CMS
Day 2
  • Introduction to Google Tag Manager
  • Common mistakes marketers make
  • Types of report available 
  • Types of event tracking and how to implement them
  • Micro vs Macro Conversions & setting up conversion tracking
  • Set up goal setting
  • Track your campaigns with UTM tags
Day 3
  • Tracking: Link click + use case
  • Tracking: Form submission + use case
  • Tracking: Scroll depth + use case
  • Tracking: Video views + use case
  • Tracking: Time period + use case
  • Introducing user ID Tracking
  • Enhanced eCommerce - the perfect eCommerce tracking tool
Day 4
  • Success metrics to use for a business website (lead-generation)
  • Success metrics to use for a ecommerce website
  • Success metrics to use for a news website
  • Introduction to Google Data Studio
  • Data visualization basics
  • Creating your first dashboard
Day 5
  • Project Presentation
Subject Credits

Upon completion and satisfying the requirements of passing this course, learners will be awarded 12 subject credits.

Course Fees and Funding

Full course fee inclusive of prevailing GST

You pay

SkillsFuture Course Fee subsidy (70%)

  • For Singapore Citizens < 40 years old 
  • For Permanent Residents

You pay

Mid-Career Enhanced Subsidy (90%)

  • For Singapore Citizens ≥ 40 years old

You pay

Enhanced Training Support for SMEs (90%)

  • For SME - Sponsored employees

You pay

The above module fee payable is inclusive of GST. 1% GST increase in 2023 is absorbed by SUTD.


Ian Ong
Instructor, SUTD Academy
CEO and Co-Founder, Roots Digital

Ian is the co-founder & CEO of Roots Digital Pte Ltd. He has over 8 years of experience in digital marketing. Founded in 2016, Roots Digital has worked with some of the largest brands and organisations, including Microsoft, Ministry of Education, National University Cancer Institute Singapore and Parkway Pantai. They specialise in eCommerce marketing and lead generation for businesses, offering services such as search engine optimisation to pay-per-click advertising.

In its first year, Roots Digital became one of the youngest digital marketing agencies handpicked to join the Google Elevator Programme. This annual by-invitation-only programme is for Google Partners that have displayed high growth potential and a commitment to innovation. Ian believes that a true digital marketing professional can only understand each digital marketing channel when they are willing to get their hands dirty in campaign execution.

Read more.


Policies and Financing Options

SSG Funding Terms and Conditions

Use of Personal Details

In consideration of the subsidy provided by SkillsFuture Singapore Agency (“SSG”) through the SUTD Academy for the Course,

I consent to:

The collection, use and disclosure to relevant third parties of my personal data by the SUTD Academy including but not limited to personal particulars, attendance records, assessment/performance records, for the following purposes:

  1. Reporting of national statistics and conducting of holistic continuing education training research and analysis;

  2. Facilitate the conduct of the relevant surveys and audits in relation to the Course;

  3. General administration of the Course including but not limited to processing of the subsidy provided by SSG;

  4. Publicity and marketing of the Course or other Courses to be provided by SSG or SUTD Academy; and

  5. SSG or its Appointed Auditors or Nominated Representatives to directly contact Course Participant to obtain information deemed necessary for the purposes of conducting effectiveness survey or audits in relation to the Course.

I agree to:

  1. Attend and complete all lectures, class exercises, workshops and assessments;

  2. Complete the Course feedback at the end of the Course;

  3. Complete the post Course survey sent about 3 to 6 months after class attendance; and

  4. Sign up for a personal email account.

SUTD Privacy Statement

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SUTD Terms and Conditions

Methods of Payment

Learn more about the available payment modes.

Cancellation & Refund Policy

  1. If a written notification is sent to within 24 hours after course registration deadline there will be no cancellation charges. A full refund will be made. 

  2. No refund is provided if written notification is more than 24 hours after course registration deadline. SUTD Academy reserves the rights to collect the full fee amount from the participant.

Replacement Policy

Companies may replace participants who have signed up for the course by giving a 3-working day notice before the course commencement date to Terms and conditions apply.

Registration Policy

  1. Course may be cancelled due to insufficient participants. SUTD Academy will not be responsible or liable in any way for any claims, damages, losses, expenses, costs or liabilities whatsoever (including, without limitation, any direct or indirect damages for loss of profits, business interruption or loss of information) resulting or arising directly or indirectly from any course cancellation.

  2. Course enrolment is based on a first-come, first-served basis.

  3. SUTD Academy reserves the right to change or cancel any course or instructor due to unforeseen circumstances. 

Types of Funding

Funding under Mid-Career Enhanced Subsidy ("MCES")

  1. MCES is an enhanced Subsidy to encourage mid-career individuals to upskill and reskill, thereby helping them to remain competitive and resilient in the job market. With this, all Singaporeans aged 40 and above will receive higher subsidies of up to 90% course fee subsidy for SSG-funded certifiable courses.

  2. Individuals/employers are not required to submit an application for the MCES. Those pursuing SSG-funded programmes will be charged the appropriate subsidised fees by SUTD Academy if they are eligible MCES. Individuals/employers will only need to pay the nett fee (full course fee after SSG's grant).

    For more info, please visit SkillsFuture website at

Funding under Enhanced Training Support for SMEs ("ETSS")

  1. ETSS is an enhanced funding to enable SMEs to send their employees for training.

  2. SMEs will enjoy subsidies of up to 90% of the course fees when they sponsor their employees for SSG-funded certifiable courses.

  3. In addition to higher course fee funding, SMEs can also claim absentee payroll funding of 80% of basic hourly salary at a higher cap of $7.50 per hour. SMEs may apply for the absentee payroll via the SkillsConnect system.

  4. To qualify, SMEs must meet all of the following criteria:
    - Organisation must be registered or incorporated in Singapore
    - Employment size of not more than 200 or with annual sales turnover of not more than $100 million
    - Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
    - Trainees must be Singapore Citizens or Singapore Permanent Residents

    For more info, please visit SSG website at

Funding under Union Training Assistance Programme ("UTAP")

UTAP is a training benefit for NTUC members to defray their cost of training. This benefit is to encourage more union members to go for skills upgrading.

NTUC members enjoy 50% unfunded course fee support for up to $250 each year when you sign up for courses supported under UTAP (Union Training Assistance Programme).

For more info, please visit