In an image forming apparatus, a first generation unit controls an image forming unit to form a first measurement image on a first sheet, controls a conveyance unit to convey the first sheet, controls the measurement unit to execute a first scan for measuring the first measurement image based on a measurement condition, adjusts the measurement condition based on a measurement result by the first scan, and controls the measurement unit to execute a second scan for measuring the first measurement image based on the adjusted measurement condition to obtain the first measurement result, and a second generation unit controls the image forming unit to form a second measurement image on a second sheet, controls the conveyance unit to convey the second sheet, and controls the measurement unit to measure the second measurement image to obtain the second measurement result.