I count. It used to be days and now it's months. I found that it really helped my motivation early on. When I was sorely tempted to drink but I had all those days/weeks/MONTHS under my belt, I didn't want to break my streak. I still get that to a lesser extent. I notice the day that another month turns over. I am still tempted a LOT, and it's irritating to be tempted. Counting means I haven't forgotten that for 17 years I binged on vodka and I haven't been 17 years sober yet. How do I know what my sober life is going to be like until I've actually had a sober life? That's what goes through my head.
But I can see how not-counting would work for some people too.
It really doesn't matter. You do what works.