Even with the VM's in the correct source and destination the firewall rule statistic is observed with no data populated.
Note: Max Popularity Index, Max Session Count, and Total Session Count is a statistic for all firewall rules in DFW.
NSX 4.x and above
This issue is due to VM's in the DFW exclusion list. When VM's are in the exclusion list they will not subject the DFW statistics.
Navigate to the DFW User Exclusion List and remove the members from the exclusion group
NSX-UI > Security Tab > Distributed Firewall > Settings > User Excluded Groups > click manage Exclusion List > show only selected groups > uncheck the selected group and save
These VM's will now have DFW rules populated and will start populating data in Rule Statistics for the observed rule.