An image forming apparatus includes a conveying unit conveying a recoding medium on which labels are placed, a sensor detecting each of the labels, an image forming unit performing an image forming process at an image forming position, and a control unit adjusting the image forming position for the labels by synchronizing with a cycle with respect to label pitch based on the detection result by the sensor, the cycle with respect to label pitch being determined with a repeating unit that is composed with a predetermined number of the labels that is more than one, and the label pitch being determined by two of the labels adjoining in the conveying direction.