Actually I would think that any of the promotional licensing that was given out (house party, conventions, etc.) would be counted in their total as these items were were budgeted. Technically there was a cost associated, a payment made (most likely from one account to another), and an official license issued.
The same should especially remain true regarding licenses distributed to partners, OEM's, volume licensing and bulk sales. A "sold" license is what it is, a sold license.