Aaron Bertrand counts more efficiently:
That’s great when you want to count the whole table without size-of-entire-table reads. It gets more complicated if you need to retrieve the count of rows that meet – or don’t meet – some criteria. Sometimes an index can help, but not always, depending on how complex the criteria might be.
For me, counting more efficiently typically means I take off my shoes.
One other note is, if you just need a guesstimate, or if the cardinality of that column you’re splitting by is fairly low, you could also look at the histogram, especially if there’s a statistic on the column (or columns) you’re interested in. It’s rare that I think to go that way, but it is one of the tools the optimizer itself uses, so it’s fair game.