diff --git a/browser/components/newtab/lib/ASRouterTriggerListeners.jsm b/browser/components/newtab/lib/ASRouterTriggerListeners.jsm
index d663c29dd1b9..ae9fd0d6a014 100644
--- a/browser/components/newtab/lib/ASRouterTriggerListeners.jsm
+++ b/browser/components/newtab/lib/ASRouterTriggerListeners.jsm
@@ -323,6 +323,7 @@ this.ASRouterTriggerListeners = new Map([
       _triggerHandler: null,
       _hosts: null,
       _matchPatternSet: null,
+      _visits: null,
 
       /*
        * If the listener is already initialised, `init` will replace the trigger
@@ -347,6 +348,7 @@ this.ASRouterTriggerListeners = new Map([
             }
           );
 
+          this._visits = new Map();
           this._initialized = true;
         }
         this._triggerHandler = triggerHandler;
@@ -371,6 +373,7 @@ this.ASRouterTriggerListeners = new Map([
           this._triggerHandler = null;
           this._hosts = null;
           this._matchPatternSet = null;
+          this._visits = null;
         }
       },
 
@@ -388,7 +391,13 @@ this.ASRouterTriggerListeners = new Map([
             aRequest
           );
           if (match) {
-            this._triggerHandler(aBrowser, { id: this.id, param: match });
+            let visitsCount = (this._visits.get(match.url) || 0) + 1;
+            this._visits.set(match.url, visitsCount);
+            this._triggerHandler(aBrowser, {
+              id: this.id,
+              param: match,
+              context: { visitsCount },
+            });
           }
         }
       },
diff --git a/browser/components/newtab/test/browser/browser.ini b/browser/components/newtab/test/browser/browser.ini
index 72ff8fc99f5f..7875906ce630 100644
--- a/browser/components/newtab/test/browser/browser.ini
+++ b/browser/components/newtab/test/browser/browser.ini
@@ -44,3 +44,4 @@ tags = remote-settings
 [browser_asrouter_experimentsAPILoader.js]
 [browser_asrouter_group_frequency.js]
 [browser_asrouter_group_userprefs.js]
+[browser_trigger_listeners.js]
diff --git a/browser/components/newtab/test/browser/browser_asrouter_targeting.js b/browser/components/newtab/test/browser/browser_asrouter_targeting.js
index 94b1c0eca478..13055792afa8 100644
--- a/browser/components/newtab/test/browser/browser_asrouter_targeting.js
+++ b/browser/components/newtab/test/browser/browser_asrouter_targeting.js
@@ -1110,3 +1110,26 @@ add_task(async function check_newTabSettings_webExtension() {
 
   AboutNewTab.resetNewTabURL();
 });
+
+add_task(async function check_openUrlTrigger_context() {
+  const message = {
+    ...CFRMessageProvider.getMessages().find(m => m.id === "YOUTUBE_ENHANCE_3"),
+    targeting: "visitsCount == 3",
+  };
+  const trigger = {
+    id: "openURL",
+    context: { visitsCount: 3 },
+    param: { host: "youtube.com", url: "https://www.youtube.com" },
+  };
+
+  is(
+    (
+      await ASRouterTargeting.findMatchingMessage({
+        messages: [message],
+        trigger,
+      })
+    ).id,
+    message.id,
+    `should select ${message.id} mesage`
+  );
+});
diff --git a/browser/components/newtab/test/browser/browser_trigger_listeners.js b/browser/components/newtab/test/browser/browser_trigger_listeners.js
new file mode 100644
index 000000000000..c10eafa326ed
--- /dev/null
+++ b/browser/components/newtab/test/browser/browser_trigger_listeners.js
@@ -0,0 +1,65 @@
+const { ASRouterTriggerListeners } = ChromeUtils.import(
+  "resource://activity-stream/lib/ASRouterTriggerListeners.jsm"
+);
+
+add_task(async function setup() {
+  registerCleanupFunction(() => {
+    const trigger = ASRouterTriggerListeners.get("openURL");
+    trigger.uninit();
+  });
+});
+
+add_task(async function test_openURL_visit_counter() {
+  const trigger = ASRouterTriggerListeners.get("openURL");
+  const stub = sinon.stub();
+  trigger.uninit();
+
+  trigger.init(stub, ["example.com"]);
+
+  await waitForUrlLoad("about:blank");
+  await waitForUrlLoad("https://example.com/");
+  await waitForUrlLoad("about:blank");
+  await waitForUrlLoad("http://example.com/");
+  await waitForUrlLoad("about:blank");
+  await waitForUrlLoad("http://example.com/");
+
+  Assert.equal(stub.callCount, 3, "Stub called 3 times for example.com host");
+  Assert.equal(
+    stub.firstCall.args[1].context.visitsCount,
+    1,
+    "First call should have count 1"
+  );
+  Assert.equal(
+    stub.thirdCall.args[1].context.visitsCount,
+    2,
+    "Third call should have count 2 for http://example.com"
+  );
+});
+
+add_task(async function test_openURL_visit_counter_withPattern() {
+  const trigger = ASRouterTriggerListeners.get("openURL");
+  const stub = sinon.stub();
+  trigger.uninit();
+
+  // Match any valid URL
+  trigger.init(stub, [], ["*://*/*"]);
+
+  await waitForUrlLoad("about:blank");
+  await waitForUrlLoad("https://example.com/");
+  await waitForUrlLoad("about:blank");
+  await waitForUrlLoad("http://example.com/");
+  await waitForUrlLoad("about:blank");
+  await waitForUrlLoad("http://example.com/");
+
+  Assert.equal(stub.callCount, 3, "Stub called 3 times for example.com host");
+  Assert.equal(
+    stub.firstCall.args[1].context.visitsCount,
+    1,
+    "First call should have count 1"
+  );
+  Assert.equal(
+    stub.thirdCall.args[1].context.visitsCount,
+    2,
+    "Third call should have count 2 for http://example.com"
+  );
+});
diff --git a/browser/components/newtab/test/browser/head.js b/browser/components/newtab/test/browser/head.js
index 5a4ca1f9c6d9..c37c701d55c4 100644
--- a/browser/components/newtab/test/browser/head.js
+++ b/browser/components/newtab/test/browser/head.js
@@ -72,6 +72,17 @@ async function waitForPreloaded(browser) {
   }
 }
 
+/**
+ * Helper function to navigate and wait for page to load
+ * https://searchfox.org/mozilla-central/rev/b2716c233e9b4398fc5923cbe150e7f83c7c6c5b/testing/mochitest/BrowserTestUtils/BrowserTestUtils.jsm#383
+ */
+// eslint-disable-next-line no-unused-vars
+async function waitForUrlLoad(url) {
+  let browser = gBrowser.selectedBrowser;
+  await BrowserTestUtils.loadURI(browser, url);
+  await BrowserTestUtils.browserLoaded(browser, false, url);
+}
+
 /**
  * Helper to force the HighlightsFeed to update.
  */
diff --git a/browser/components/newtab/test/unit/asrouter/ASRouterTriggerListeners.test.js b/browser/components/newtab/test/unit/asrouter/ASRouterTriggerListeners.test.js
index ce36c2fccd27..ed7137f1dab5 100644
--- a/browser/components/newtab/test/unit/asrouter/ASRouterTriggerListeners.test.js
+++ b/browser/components/newtab/test/unit/asrouter/ASRouterTriggerListeners.test.js
@@ -365,6 +365,7 @@ describe("ASRouterTriggerListeners", () => {
         assert.calledWithExactly(newTriggerHandler, browser, {
           id: "openURL",
           param: { host: "www.mozilla.org", url: "www.mozilla.org" },
+          context: { visitsCount: 1 },
         });
       });
       it("should call triggerHandler for a redirect (openURL + frequentVisits)", () => {
@@ -417,6 +418,7 @@ describe("ASRouterTriggerListeners", () => {
         assert.calledWithExactly(newTriggerHandler, browser, {
           id: "openURL",
           param: { host: "www.mozilla.org", url: "www.mozilla.org" },
+          context: { visitsCount: 1 },
         });
       });
       it("should call triggerHandler for a redirect (openURL + frequentVisits)", () => {
@@ -469,6 +471,7 @@ describe("ASRouterTriggerListeners", () => {
         assert.calledWithExactly(newTriggerHandler, browser, {
           id: "openURL",
           param: { host: "www.mozilla.org", url: "www.mozilla.org" },
+          context: { visitsCount: 1 },
         });
       });
       it("should fail for subdomains (not redirect)", () => {
diff --git a/toolkit/components/messaging-system/schemas/TriggerActionSchemas/index.md b/toolkit/components/messaging-system/schemas/TriggerActionSchemas/index.md
index a70551b98662..5dd68bea3e2c 100644
--- a/toolkit/components/messaging-system/schemas/TriggerActionSchemas/index.md
+++ b/toolkit/components/messaging-system/schemas/TriggerActionSchemas/index.md
@@ -75,6 +75,12 @@ let recentVisits: visit[];
 ### `openURL`
 
 Happens every time the user loads a new URL that matches the provided `hosts` or `patterns`.
+During a browsing session it keeps track of visits to unique urls that can be used inside targeting expression.
+
+```javascript
+// True on the third visit for the URL which the trigger matched on
+visitsCount >= 3
+```
 
 ### `newSavedLogin`