There is provided a counting method for counting a moving bonded body by exerting an external force in a predetermined direction, on a sample capable of containing the bonded body in which a target substance and a moving substance moving in response to exertion of the external force are bonded, the counting method including: obtaining a captured image of an object in the sample captured in a period from a first time point to a second time point later than the first time point during which the external force is exerted; determining a moving direction of the object from a locus, in the image, formed by the object; and counting the object as the bonded body in a case where a degree of coincidence between the predetermined direction and the moving direction is greater than a first threshold.