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I don't know if I missed some of these things in the tutorials, but here's some things that I realized after playing for a while:

If an event appears on the map, it is not necessarily the event you just got forced into. Click it.

The tokens around the dice-field should help you decide which dice to put where - that was explained, as was the fact that red is bad and green is good. Counter-clockwise to your attribute, you find the red ones affecting that attribute. HOWEVER, clockwise to the attribute are your green tokens that have resulted from that attribute. Same applies to your opponent.

While haggling, remember that each attribute counters both of the others.

When hiring "heroes", pay close attention to their stats. The more expensive they are, the better their stats. Having a hero of each class can be highly advantageous. Each class unlocks options in various encounters. The scout has an eagle-eye ability that allows you to spot events farther away from the road. You may hate these in the beginning, when your caravan is weak, but you may come to enjoy them later, once your characters have gained some levels.

Pay attention to how many donkeys (consume 1 water) you have. While horses consume more water (2), they are also faster. A single donkey in your entourage will slow down the entire caravan. While camels are slower than horses (but faster than donkeys), they do not consume any water. At some point, you might consider switching out your horses for camels, unless the character you have designed in your head prefers horses. Or maybe you have conceived them as a donkey-driver.

If your game is not going forward, check the list to the left. It tells you generally what you're meant to do.

Take the time to trade goods sensibly! You will need money to level-up your various people, and trading is how you make your money. You are, after all, a merchant. :-)