Sounds like you were digging too deep. The zip file has a readme/license file and a folder called Hit Count. That folder IS the template. The files inside: the 2 PNGs, Media folder and the .moef file are the elements of the template FCPX needs to have grouped together.
To install Hit Count (the folder), start in the Finder. Type Command-Shift-H to open your home folder. Find the Movies folder and open it. Inside, look for a folder named Motion Templates. If you don't have it, create a new folder called 'Motion Templates.localized' (without the quotes). Open Motion Templates.
If you had Motion Templates, then look for the Effects folder. If you don't have one, you can create a New folder and name it 'Effects.localized'.
Open the Effects folder.
Create a New Folder and give it a name you would like FCPX to use. It can be named whatever you like, but as a suggestion, name it Sight-Creations or FCPXTemplates or simple "Counters".
Open this new "category" folder you just created and place the entire Hit Count folder inside.
You can now bring FCPX to the front and find the effect in the Effects browser under the category you created.
Set up the effect they way you want to use it, then before you keyframe the count, Save Effect Preset (the button at the bottom of the Effect inspector column). Then on subsequent clips, use your effect preset instead.
PS - if you want or need to hide the .localized extension, right click on those folders and select Get Info from the popup menu. Check the Hide extension option in the Name & Extension section.