Abstract: An improved wire feeding and measuring apparatus having a pair of cooperating feed belts to feed a wire in an axial direction. A drive wheel is located downstream of the feed belts and rotates in contact with the wire at a slightly faster speed than the feed belts, while a measuring wheel, operably connected to an encoder, is also engaged with the wire and is located opposite the drive wheel. The measuring wheel is biased toward the drive wheel by a spring exerting a light force. Guides are associated with each wheel and each guide includes a wire supporting surface and a slot located adjacent the supporting surface. The periphery of each wheel projects a slight distance through the slot in the respective guide and engages the wire. The guides maintain the wire in a tangential relation to the periphery of the wheels and prevent wrap around of the wire on the wheels.