A method and device for automatic identification of a measurement item. Grayscales of pixel points corresponding to an ultrasonic echo formed due to reflection of an ultrasound signal by a living tissue being detected in a designated cross-section image frame are acquired via an image acquisition module (31)； then, at least one measurement item corresponding to the designated cross-section image frame is identified by an identification module (32) on the basis of the grayscales of the pixel points； and, a measurement item parameter of the designated cross-section image frame is measured by a measurement module (33) on the basis of the measurement item identified. Because a measurement item of a designated cross-section can be automatically identified on the basis of the content of a designated cross-section image, obviated is the need for a step in which a user moves a track ball to select a measurement item in an ultrasonic measurement process, thus increasing measurement efficiency.
