It’s just the number, but you get it AFTER you submit the app to the store, but BEFORE you upload the binary.
It has nothing to do with the App provisoning profile thing with the reverse ID. [import]uid: 10835 topic_id: 1270 reply_id: 15141[/import]
amigoni, if you are still confused check this out;
http://techority.com/2010/12/07/how-to-add-a-rate-it-button-to-your-iphone-app/
I wrote it a bit back after a few people emailed me because they didn’t understand how to get it working.
It’s short, sweet and very easy 
[import]uid: 10144 topic_id: 1270 reply_id: 15165[/import]