To retrieve hit counters on the Azure NSGs rules you need to enable Log Monitoring on the Device (Azure vnet) you want to retrieve. 

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Enable Log Monitoring with Hit Counters as the usage.

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In Azure, you will have to create a storage account to store the NSG logs.  Once the Storage Account as been created and the NSG rules are pointed to the Storage Account you can navigate to the storage account from the Resource Groups.

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Once in the Storage Account, select there Blobs from the menu and then the “securitygrouprulecounter”

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Navigate to the NSG you are wanting to see and drill down to the .json file.  This is the file that is retrieved from the 10 min default retrieval of the device. 

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Once the retrieval was successful you will be able to see the Hit Counters populated. 

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This is a very simplistic overview of how to enable the hit counters.