this should get you started with the ideal
declare @cnt as int, @cnt1 as int
set @cnt = (select counter from table)
set @cnt1 = @cnt+1
Update x
Set x.Hits = @cnt1
From ThisTable x
WHERE x.ID = @pkID --I assume this is the ID that you are passing in
Update x
Set x.Hits = @cnt1
From ThatTable x
WHERE x.ID = @pkID --I assume this is the ID that you are passing in