An ultrasound diagnostic apparatus measures blood flow velocity by emitting ultrasound towards a measurement target and receiving a reflected wave, via an ultrasound probe. The ultrasound diagnostic apparatus includes an ultrasound image acquisition unit, a vascular region detection unit, a measurement position determination unit, and a Doppler gate setting unit. The ultrasound image acquisition unit acquires an ultrasound image which has been captured of the measurement target. The vascular region detection unit detects, from the ultrasound image, a vascular region corresponding to a blood vessel. The measurement position determination unit detects a specific part of the vascular region based on vascular region shape and determines, in accordance with the specific part, one or more measurement positions in the vascular region in terms of longitudinal direction thereof. The Doppler gate setting unit sets, with respect to each measurement position, a Doppler gate in a lumen region of the vascular region.
