When you have a specific goal, something that "counts toward" that goal is officially recognized as a "point" that brings you closer to the goal. In many situations, there are some actions that "count toward" your goal and others that do not. For example, if you're a salesperson you may have a sales target. If you sell to new clients, the amount is added to your total sales amount, but things you sell to previous clients are not added. You would say:
Sales to existing clients don't count toward my weekly sales targets.