I use two pages to do this: 
1) listPR – which lists headlines of all press releases
2) viewPR – which displays all the data for the selected press releases

listPR Logic:
When a visitor clicks a press release in listPR.aspx, she is directed to viewPR.aspx

viewPR Logic:
1) Make a call to DB and SELECT all data from tblPressReleases for selected press release, including numViews
2) getIpAddress() of user:

//BEGIN
public static string getIPAddress()
{
    string strIPAddress = Request.ServerVariables["HTTP_X_FORWARDED_FOR"];
    if (strIPAddress == null)
    {
        strIPAddress = Request.ServerVariables["REMOTE_ADDR"];
    }
    return
    strIPAddress;
}
//END

3) SELECT FROM tblIPTracker (which has two fields: prID and ipAddress) to see if current user’s IPAddress is associated with this pressReleaseID
4) If it is then do nothing; no increment
5) If it is not then INSERT prID and ipAddress into ipTracker
6) UPDATE PressRelease table with numViews++

Note:
If you get an error with the Request.ServerVariables["..."] then use the full path:
System.Web.HttpContext.Current.Request.ServerVariables["..."]

Hope this is helpful,
Dennis
BriefingWire.com