An image forming apparatus includes a conversion unit that converts image data based on a conversion condition, an image forming unit that forms an image based on the converted image data, a measurement unit that measures a measuring image, and a generation unit that controls the image forming unit to form a first measuring image while the image forming unit is continuously forming images, and generates the conversion condition based on first measurement data of the first measuring image and a first feedback condition. The generation unit controls the image forming unit to form a second measuring image during a period from when toner discharge processing has been performed until the image forming unit forms a subsequent image, and generates the conversion condition based on second measurement data of the second measuring image, and a second feedback condition with a larger correction amount than the first feedback condition.