Prevent rule from triggering on Entity Reference Fields
It shouldn't fire because of an entity reference field.. 

Have you added a Content is of type  condition to the rule?

Data selector: node
Value: Contacts. 

Edit:

It could be that the display mode of the referenced entities is counting as a view. 

Add a condition, data comparison for site:current-page:url and node:url 

This will force rules to check the page url which will return FALSE for every page except the nodes's pages.