There is provided an ultrasonic diagnosis apparatus capable of reducing an unnecessary signal component in a reception signal. A sign data array formed of a plurality of sign data items arranged in an element arranging direction is extracted from a plurality of element reception signals having been subjected to delay processing but having not been subjected to summing processing. A factor computing unit computes a first factor indicating a level of sign coherence in the sign data array and a second factor indicating a sign transit density in the sign data array. The factor computing unit then computes a factor (evaluation value) for adjusting gain of the reception signal, based on the first factor and the second factor.
