A pivotal counter assembly for a shoe has a base, a pivot, a counter plate, a torsion spring, a push button, an engaging device and a biasing member. The pivot is pivotally mounted in the base with a pivot pin. The counter plate extends upward from the pivot. The torsion spring is mounted around the pivot pin to provide a recoil force to the pivot. The push button is slidably mounted in the base. The engaging device is mounted between the push button and the pivot to hold the counter plate at a desired position. The biasing member is mounted between the push button and the base to provide a restitution force to the push button. In such an arrangement, the user does not need to manually push the push button, and the use of the counter assembly is easy and convenient.