Using QueryPerformanceCounter in Perf Counter

I am using QueryPerformanceCounter to determine the amount of time a function takes (transforming XSL templates), and applying that value to a PerformanceCounter object (AverageTimer32) using the following psuedo-code:
            _perfmonAvg = New PerformanceCounter("PG", "TimeToTransform", Me.ID.ToString, False)
            _perfmonBase = New PerformanceCounter("PG", "TimeToTransformBase", Me.ID.ToString, False)
            ' End If
            _perfmonAvg.RawValue = 0
            _perfmonBase.RawValue = 0

    Private Sub StartTime()
        QueryPerformanceCounter(_startTime)
    End Sub
    Private Sub UpdatePerformance()
        Try
            Dim _end As Int64
            QueryPerformanceCounter(_end)
            _timetotransform = _end - _startTime
            _perfmonAvg.IncrementBy(_timetotransform)
            _perfmonBase.Increment()
        Catch oE As Exception
        End Try

    End Sub

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When I look at the performance counter, I get a value of .778 if the scale is set to 10,000.
I've looked at  http://support.microsoft.com/default.aspx?scid=kb;en-us;306978, but it doesn't answer my questions:
1) What is the .778 value in reference to seconds ? (ms, microsecs,ticks? )
2) Do I need to divide using QueryPerformanceFrequency to determine secs/ms?
3) what is the proper setting for the scale to make this read in ms?

Thanks Experts!