The number is usually displayed as an inline digital image or in plain text. Images may be presented in a variety of fonts, or styles; the classic example is the wheels of an odometer. The counter often is accompanied by the date it was set up or last reset, otherwise it becomes impossible to estimate within what time the number of page loads counted occurred.

Web counters are not necessarily trustworthy. A webmaster could start the counter at a high number to give the impression that the site is more popular than it actually is.

Some websites have been known to offer prizes to the visitor who makes the web counter roll-over to a specific number. Such an event is known as a Kiriban.

At one time it was common to see a hit counter on every page, but this is no longer the case for several reasons:

They have been replaced (or augmented) by more complicated web analytics methodologies that give the webmaster a better overall picture of site traffic besides a simple, perpetually increasing number.

As style elements, they are no longer associated with the impression of professional web design?some people consider web counters to be a "gimmicky" feature and they are thus typically found on personal pages created by individuals.

The number of visitors to a site may be a trade secret

Too small a number might indicate the page's lack of popularity. Removing the counter thus levels the playing field.

Despite this, numerous companies continue to offer free and premium webcounter services. Some services also provide more detailed information on visitors, pages views, etc. using advanced techniques. The famous example of this type of service is phpMyVisites, open source free web statistics software.