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I am starting to play WHFB and have played 40k for a few years. In 40k all the squads have a maximum number of models in them but WHFB doesn't all the time. I'm wondering what is the optimal number of models in a squad for most units and is there any tip for determining this amount.

This should be in the tactics forum.

That being said, optimal unit sizes depend on several things:

1. Model Cost, the cheaper they are the more you can take
2. Unit Role, Elite infantry vs. cannon fodder infantry, this usually determins frontage(how many models wide).
3. Base Size, 20mm models can be 7 wide with no problem, while 25mm models have a huge frontage in as little as 6 models.

Also some armies have tactics that require certain unit sizes in order to work well. Empire battalion tactics require units between 25 and 30 large, whereas Lizardmen take Saurus units in 18(6x3). Some units need to remain small for points purposes like Dark Elves Black Guard, where they are meant to kill stuff, not to be wounds soakers.

If you ignore shooting, the size of a unit mostly comes down to how you intend to win with it. Again, Empire core infantry rely on static combat resolution(scr) to win combats. Black Guard rely on wounds dealt to win. SCR is generally capped at 3 ranks, a standard and outnumber. This gives you a starting advantage of 5. Lets say it's Empire swordsmen at 25 against Black Guard at 14. The black guard have a standard and 1 rank, which gives them an scr of 2. So the black Guard need to kill 3 swordsmen in order to tie the combat and 4 or more to win, barring any other factors like flanks etc.

Knowing how you intend to use the unit and how easily the models die(low T or low armor) will determine how many you end up taking. It is not uncommon for goblin units to be between 30 and 50 troops. They die easily and aren't great at killing things.

Horde(units of 25+) armies are:
Orcs and Goblins
Skaven

Elite armies or MSU(many small units) armies are:
High Elves
Dark Elves
Wood Elves
Warriors of Chaos
Ogre Kingdoms
(note that elite means high model cost, not related to performance of the army)

"Standard" or more versatile armies are:
Empire
Lizardmen
Daemons of Chaos
Vampire Counts
Dwarves
Tomb Kings
Bretonnians
Beastmen

Most of the deciding comes down to how the army plays. Empire doesn't win by having MSU. Dark Elves don't win by running battalion blocks of core infantry. Every army is different.