This is honestly pretty reasonable. Apple already knows which apps I download and this is made fairly clear (you're logged into the App Store and your account lists all apps you obtained).
Apple also knows which App Store ads I saw given that their server sent them to me in the first place. The ads are (at least for now) limited to the App Store and don't carry over across the web or other Apple apps.
Thus I don't see the problem with Apple using the data they've already got to provide anonymized conversion metrics to app developers.