If you say and counting after a number or an amount of something, you mean that the number or amount is continuing to increase. There is a 1,700-year-old tea tree still living in southern China which is more than 100 feet tall and counting
Not counting a particular thing means not including that thing. Counting a particular thing means including that thing. an average operating profit of 15% to 16% of sales, not counting administrative expenses. = including