The invention belongs to the field of the quality detection of a mobile phone panel and backboard, and particularly relates to an automatic measuring apparatus and measuring method of a multifunctional mobile phone backboard which can automatically complete the dimension measurement, flatness measurement, transmittance measurement and surface stress measurement of the mobile phone backboard. The automatic measuring apparatus comprises a loading unit, a multifunctional measuring unit, a conveying unit, a shifting unit, an unloading unit and a control unit, wherein when in use, a batch of to-be-measured samples is arranged in the loading unit, a loading manipulator successively loads the to-be-measured samples to the conveying unit, the conveying unit drives the to-be-measured samples to move to the multifunctional measuring unit to be multifunctionally measured, the dimension measurement, the flatness measurement, the transmittance measurement and the surface stress measurement can be completed in one step, the occupied space is small, the requirement on the measuring environment is low, time and labor are saved, the working efficiency is high, the mass detection requirement can bemet, no manual operation is needed in the measuring process, the automation degree is high, different functional measuring units can be added or reduced according to the requirement, and the application prospect is wide.