The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

Website Subscribe

The Ecommerce Playbook | What iOS 27 Means for Meta Ads Before Black Friday

October 27, 2026 The Ecommerce Playbook Podcast 00:26:20
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | What iOS 27 Means for Meta Ads Before Black Friday
Loading
/

iOS 27 is raising questions about Meta ads tracking ahead of Black Friday and Cyber Monday. Tony Chopp and Steve Rekuc examine what changed, what CTC is seeing in conversion data, and which parts of your Shopify and Meta setup deserve a closer look.

CTC’s early analysis showed Meta conversion rates down roughly 15% year over year from October 8–18. That decline caught the team’s attention, but it does not establish Apple’s update as the cause. Tony and Steve explain how to investigate your conversion tracking before drawing that conclusion.

In this episode:

  • What iOS 27’s browser-based tracking changes target and how they differ from iOS 14.5.

  • How missing or incomplete conversion signals can affect attribution and ad targeting.

  • What to review in your Meta Pixel, Conversions API (CAPI), and Shopify data-sharing settings.

  • Comparing Shopify orders with purchase events in Meta Events Manager to investigate missing or duplicate events.

  • Why event match quality matters and what changing iOS adoption means for the timing of incrementality tests.

Start with the last 30 days of Shopify purchases and the corresponding purchase events in Meta. Tony and Steve explain what discrepancies can reveal and where to investigate before holiday spending increases.

Show Notes: