Creating a Hit Counter

I am using FrontPage 2003 on a simple HTML page and I am trying to add a counter for site hits. I go to WEB TOOLS, add a hit counter, the computer green one, and done. However, when previewing the HTML in FrontPage, instea dof a number, I see:
[hit counter]
After saving it and going to the actual site, I see nothing at all. No numbers and no words. Just, nothing.
What could I have done wrong?
Thank you.
God Bless.