-2.
What a lab does is compare the "signal" (voltage reading from an ISE, optical absorption of a spectral line in passing through a flame, strength of an emitted line from a plasma...) from the unknown to the signals from a set of standards of known strength. Ultimately comes down to the standard - the measurement will be in the same units as the standard(s). I have one on the desk labeled "Calcium, Total Hardness, Ampule, 10,000 mg/L as CaCO3". Everyone would call this 10,000 ppm but it isn't. It's 10,000 mg (a unit of weight) per 1,000 cc, a unit of volume. Thus it is actually 100*10/1000 = 1% (1 grams per 100 cc) w/v and this is a correct way to state it's strength.
To use ppm notation, the "parts" must be the same. Describing the portion of your apple harvest in terms of 4 Granny Smith Apples per 100 apples is meaningful. 4 Granny Smith Apples per 100 oranges isn't. The reason we use the 10,000 ppm notation so freely is because 1 cc of the solution weighs about 1 gram (in fact it weighs 1.008375 grams ± a few mg). To express the strength of this solution as 100*40/1008375 = 0.991695 (0.991695 grams of calcium per 100 grams of solution) or 9916.95 ppm is correct (and close to 10,000). As long as everyone understands what is really meant by 10,000 (and I hope the two previous posters will be on board after this) it is OK to use this approximation.
Now lets look at a 1 mg/L solution. We would call this 1 ppm. It is so weak that it will have the density of water (0.998203). So it's strength w/w is 1/998203 = 1.001,800 ppm. Thus even for very dilute solutions the mg/L are not equal to the ppm.
In case this last example didn't make it clear the main source of difference between w/v and w/w is the variation of the density of the water with temperature. At 4 °C where water is denser the w/w strength of a 1 mg/L solution is 1/99972 = 1.002,800 ppm. OTOH at 50 °C it is 1/988031 = 1.001,973 ppm. If I want to measure out 10 mg worth of Ca++ from my 10,000 mg/L standard I need to do it at whatever temperature the solution was made up at (presumably 20 °C).
Again, the differences are small. My 10,000 mg/L standard at 20 °C is 9,898 mg/L at 50 °C.
Hope that clarifies.