diff --git a/doc/releases/changelog-dev.md b/doc/releases/changelog-dev.md
index b0779a3db18..82522d9d509 100644
--- a/doc/releases/changelog-dev.md
+++ b/doc/releases/changelog-dev.md
@@ -164,6 +164,9 @@
 
 <h4>Other improvements</h4>
 
+* Faster `qml.probs` measurements due to an optimization in `_samples_to_counts`.
+  [(#5145)](https://github.com/PennyLaneAI/pennylane/pull/5145)
+
 * Cuts down on performance bottlenecks in converting a `PauliSentence` to a `Sum`.
   [(#5141)](https://github.com/PennyLaneAI/pennylane/pull/5141)
   [(#5150)](https://github.com/PennyLaneAI/pennylane/pull/5150)
diff --git a/pennylane/measurements/counts.py b/pennylane/measurements/counts.py
index 66720bff760..066cd7ba30b 100644
--- a/pennylane/measurements/counts.py
+++ b/pennylane/measurements/counts.py
@@ -16,6 +16,7 @@
 """
 import warnings
 from typing import Sequence, Tuple, Optional
+import numpy as np
 
 import pennylane as qml
 from pennylane.operation import Operator
@@ -25,11 +26,6 @@
 from .mid_measure import MeasurementValue
 
 
-def _sample_to_str(sample):
-    """Converts a bit-array to a string. For example, ``[0, 1]`` would become '01'."""
-    return "".join(map(str, sample))
-
-
 def counts(op=None, wires=None, all_outcomes=False) -> "CountsMP":
     r"""Sample from the supplied observable, with the number of shots
     determined from the ``dev.shots`` attribute of the corresponding device,
@@ -301,17 +297,30 @@ def circuit(x):
 
         if self.obs is None and not isinstance(self.mv, MeasurementValue):
             # convert samples and outcomes (if using) from arrays to str for dict keys
-            samples = qml.math.array(
-                [sample for sample in samples if not qml.math.any(qml.math.isnan(sample))]
-            )
+
+            # remove nans
+            mask = qml.math.isnan(samples)
+            num_wires = shape[-1]
+            if np.any(mask):
+                mask = np.logical_not(np.any(mask, axis=tuple(range(1, samples.ndim))))
+                samples = samples[mask, ...]
+
+            # convert to string
+            def convert(x):
+                return f"{x:0{num_wires}b}"
+
+            exp2 = 2 ** np.arange(num_wires - 1, -1, -1)
+            samples = np.einsum("...i,i", samples, exp2)
+            new_shape = samples.shape
             samples = qml.math.cast_like(samples, qml.math.int8(0))
-            samples = qml.math.apply_along_axis(_sample_to_str, -1, samples)
+            samples = list(map(convert, samples.ravel()))
+            samples = np.array(samples).reshape(new_shape)
+
             batched_ndims = 3  # no observable was provided, batched samples will have shape (batch_size, shots, len(wires))
             if self.all_outcomes:
                 num_wires = len(self.wires) if len(self.wires) > 0 else shape[-1]
-                outcomes = list(
-                    map(_sample_to_str, qml.QubitDevice.generate_basis_states(num_wires))
-                )
+                outcomes = list(map(convert, range(2**num_wires)))
+
         elif self.all_outcomes:
             # This also covers statistics for mid-circuit measurements manipulated using
             # arithmetic operators