I don't think there is any rule about a specific number. It depends on a whole lot of things. How rich are the treats? What type are they? Biscuit, chicken, cheese, hot dog, etc. Some treats are really rich and can only be given in small amounts to avoid diarrhea.
Whatever treat you use, you need to look at the calorie total and deduct that from his/her meal. If you give a lot of treats one day, you cannot give the puppy the same amount of kibble for dinner that you normally do. A lot of people actually use their dog's kibble as training treats. They measure out the amount they feed for breakfast and dinner, then use it throughout the day or do training all at once and make the dog work for the meal.
10 treats does not seem like too much, and as long as you are adjusting the food amount, your puppy should be fine. You will know you gave too many treats if the puppy has diarrhea.
Forrest - GSD 9/1/2016 - 5/14/2017 RIP
Brooklyn - Golden retriever 1/30/11