A measuring apparatus is provided. The measuring apparatus includes a measurement value calculating unit configured to calculate a measurement value, based on each of a plurality of measurement reference points set to an ultrasound image that is generated based on echo signals of ultrasound obtained from a subject, an evaluation value calculating unit configured to calculate an evaluation value related to one of a rate of reflection of each of the echo signals and an azimuth of a biological tissue structure in the subject, the evaluation value calculated with respect to each of the measurement reference points, and a determination unit configured to determine a reliability for the measurement value, based on the evaluation value.
