Digital Analytics and Optimization [Google Analytics Certification] GAIQ


About This Course

Programme code: P201103IIC


Welcome to Laures Academy’s Digital Analytics & Optimization [Google Analytics Certification] GAIQ course! Today, digital analytics are driving better decision-making for organizations of all sizes, including startups, small businesses, and enterprises. In turn, knowing how to leverage big data is key to staying competitive, forging better strategies, and achieving organizational growth.

Our course is designed to explore the principles and applications behind ROI-driven digital analytics. As a result, we empower decision-makers and specialists alike to optimize their business intelligence practices, build stronger client and customer relationships, and drive greater sales.

The tools and techniques encompassed within our course are designed to provide holistic insight that can be applied to virtually any quantifiable aspect of your business. Although the course adequately prepares students to pass the Google Analytics Individual Qualification (GAIQ), the lessons are directly attributable to other major business intelligence and analytics platforms, such as Adobe Analytics, Alteryx, Baidu Analytics, ComScore, Hubspot CRM, MyMetrix, and more.

Whether to facilitate impactful marketing campaigns, accurate cost-benefit analyses, effective core business workflows, or beyond, the approaches, concepts, diagnostics, and terminologies contained within the course are designed with tangible results in mind.

The course contains 4 modules with 15 total sessions that contain a blend of practical assignments, content discussions, demonstrations, live sessions, Q&A, and more. Upon completion, students will earn a certificate of completion from Laures Academy and have the opportunity to earn their GAIQ. As with any of our digital courses, your undivided attention and participation are key to achieve the best results possible. 

We look forward to seeing you in the course. 


  • Understand the concepts behind business intelligence, data analytics, key performance indicators (KPIs), performance metrics, and beyond.
  • Navigate data analytics platforms such as Google Analytics and Adobe Analytics, understanding how to achieve specific results and reports using various functionalities.
  • Know how to leverage different data analytics tools and metrics throughout both B2B and B2C applications.
  • Manipulate data sets while running experimental tests to determine the viability, usefulness, and applicability of your results.
  • Determine the proper courses of action, strategies, and techniques to transform data sets into actionable and applicable intelligence.
  • Gain an in-depth understanding of key terminologies, such as APIs, conversions funnel, KBRs, KPIs, sampling, tag governance, and more.
  • Execute your marketing plan using key insight from behavioral and sentiment analyses, hypnoses tests, optimization experiments, and more.


Session 1: Web Analytics Introduction
  • Why Google analytics and Adobe Analytics?
  • How Google Analytics and Adobe Analytics works?
  • Getting started with Tracking Code
  • How Google Analytics Works?
Session 2: Google Analytics Interface
  • The Interface & Help Resources
  • Getting the Helicopter View
  • Understanding Common Metrics & Real-Time Reports
  • How to set up dashboards and shortcuts
  • Individual Exercises
    • Exercise Details: Setting up a property in GA and review metrics and reports required by businesses.
Session 3: Audience, Acquisition, and Behavior Principles
  • Analytics Audience Reports
  • Traffic Sources Reports: Social & Referral
  • Campaign Tracking Processes
  • Content Analytics Reports
  • Help Resources and Offerings

Note: Online real-time setup & testing (15min) to view the complete platform

Session 4: Goal Setting, Conversion Tracking, and Campaigning
  • How to set Goals?
  • Use Goals to measure business objectives
  • Admin Goals & Standardization
  • Conversion Goals & Reporting

Note: Real-time URL Builder Testing & Campaign Channel Run through (10min)

Session 5: Data Collection and Processing
  • Google Analytics data collection
  • Categorizing into users and sessions
  • Applying configuration settings
  • Storing data and generating reports
  • Creating a measurement plan
Session 6: Data Collection Setup and Configuration
  • Organizing Analytics account
  • Profiles – Advanced filters on views
  • Create Custom Dimensions and Metrics
  • More useful configurations

Note: Custom Dimension & Metrics run-through with Event creation (15 min)

Session 7: Advanced Analysis Tools and Techniques
  • Segment data for insight
  • Analyze traffic by channel
  • Analyze traffic by audience
  • Analyze data with Custom Reports 
Session 8: Data Visualizations and Presentations
  • Data Visualization
  • Better Dashboarding and Email schedule
  • Dashboard Customization
  • Schedule Emails
  • User Creation
  • Case Study

Note: Real-Time Case Study based on Organization Setup and Data review (15min)

Session 9: API Collection and Management
  • Range of APIs and Options
  • Understanding API Function
  • Google Analytics Cookies
  • How Data Collection Works?

Q&A Session: 15 Mins

Session 10: Technical Interface and Google Tag Management
  • Tracking Page Visit
  • Custom Variables
  • Start with a measurement plan
  • Develop a tag implementation strategy
  • Case Study

Note: Real-Time Development Plan & Exercise based on Goal Setting, Variables and Rule Mapping (30min)

Session 11: Collecting data and handling some Case Studies
  • Review events with variables
  • Case Studies and Reporting
  • Individual Exercises

Note: Testing setup on Dev and Prod environment with various layers of Analytics requirements (20min)

Session 12: Social Media Measurement and Reporting
  • Social Media Impact on Business Goals
  • Strategy Building Guide, Ethics & Challenges
  • Social Tools and Key Performance Indicators
  • Influencer Marketing and Online Reputation Management
  • Storytelling and Content Creation
Session 13: Conversions and Onboarding
  • Conversions Funnel
  • Experimentation and Testing
  • Conversion Scenarios and Building Hypothesis
  • Conversion Heuristic
  • Case Studies (B2B & B2C)

Note: Real-Time Case Study Exercise to build case around web analytics data and performance, build hypothesis testing and run parallel CRO efforts (15min)

Session 14: Final Presentation and Case Studies
  • Capstone work, final discussions and assignments (1 Hr.)
  • Case Studies and Online Examination (1 Hr.)

Note: Generalized Case Study and exercise to touch-base on overall study modules. Also, analyze various real-time activities based on digital data and web footprints.

Full course fee $1500 (no GST)
For Classes Starting before 3 Oct 2022
Fees after funding:
$150 – above 40 years old – 90% Subsidy
$450 – below 40 years old – 70% Subsidy

  • SFEC Funding for WSQ courses
    Eligible Singapore-registered companies can tap on $10,000 SkillsFuture Enterprise Credit (SFEC) to cover up to 90%.
  • SkillsFuture Credit
    All Singaporeans aged 25 and above can use their $500 SkillsFuture Credit to offset the remaining fees after funding.
  • UTAP Funding
    NTUC members can use UTAP 50% to offset the remaining fees after funding (capped at $500 per year).

    Funding Support 

    IBF Standards Training Scheme (IBF-STS) 
    This programme has been accredited under the IBF Standards, and is eligible for funding under the IBF Standards Training Scheme (IBF-STS), subject to all eligibility criteria being met.

    Find out more on

Target Audience

  • Adult learners who have an interest in mastering web analytics skills and looking to optimize the online presence of their business.
  • No prior knowledge of Web Analytics or the Google Analytics platform is required to attend this course.
Data Visualization using Tableau


Duration 15 hours
1 lecture
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