Word counts per target

[Ursula]

Hi there,

Does anyone know what Flare includes in a target word count? I'm trying to get a rough idea of the number of words in a project. I'm basing the word count on targets as the project contains content that is used for different outputs. In Flare, I create a new empty report and just select the Word count check box under Target. I'm getting wildly differing results.
These are for the same TOC but use different targets (conditions/glossary etc. are the same in all targets):

PDF target
Word Count: 294836

TopNav target
Word Count: 156653

Word target:
Word Count: 170879

I've tried using the reports in Analyzer (not based on a target) but they have similar discrepancies.
What have you found to be the most effective measure of word count?

Thanks,
Ursula