Advances in hierarchical modeling have improved estimation of ecological parameters from count data, especially those quantifying population abundance, distribution, and dynamics by explicitly accounting for observation processes, particularly incomplete detection. Even hierarchical models that account for incomplete detection, however, cannot compensate for data limitations stemming from poorly planned sampling. Ecologists therefore need guidance for planning count-based studies that follow established sampling theory, collect appropriate data, and apply current modeling approaches to answer their research questions. We synthesize available literature relevant to guiding count-based studies. Considering the central historical and ongoing contributions of avian studies to ecological knowledge, we focus on birds as a case study for this review, but the basic principles apply to all populations whose members are sufficiently observable to be counted. The sequence of our review represents the thought process in which we encourage ecologists to engage 1) the research question(s) and population parameters to measure, 2) sampling design, 3) analytical framework, 4) temporal design, and 5) survey protocol. We also provide 2 hypothetical demonstrations of these study plan components representing different research questions and study systems. Mirroring the structure of hierarchical models, we suggest researchers primarily focus on the ecological processes of interest when designing their approach to sampling, and wait to consider logistical constraints of data collection and observation processes when developing the survey protocol. We offer a broad framework for researchers planning count-based studies, while pointing to relevant literature elaborating on particular tools and concepts.