What do you use medals for?

Well, my first post on this new game from ET. After going halfway through the American campaign, I took a look at ingame purchases, I went for the Ludendorff package, main reason wasnt Ludendorff himself, but the 50 daily medals forever, when in this game medals are more valuable than in earlier games (at least harder to get and gens are all under 800 medals). The earlier I get this package, the more I would get from it, also saving time making campaign missions faster. The other stuff this pack gave was a good addition, but the most valuable part is the daily medals tops it.

So far I had no trouble in campaigns, just finished the Russian one and still stomping (for example, "defend x objectives" are being still "finish all enemies to finish earlier"), however I only bought Hotzendorf as he looked the best high tier gen without having to waste too many medals. Cavalry gens? Progressing through campaign gives you an absurd amount of free cavalry and navy gens, and half of them are quite decent.

Items in store costs coins (even top ones)-with a few exceptions, upgrading generals costs coins, upgrading skills costs coins... only buying gens cost medals. But with the bunch given in the campaign, the one obtained in the vip pack and Hotzendorf Im quite happy, I dont think I can justify spending 500 medals for a small improvement on a gen, but I've got 2k medals (and increasing) gathering rust waiting to be used into something good, but I can't find where to efficiently spend them. Buying coins with medals seem like a really bad value, but is it what we're meant to do?

Any tips or advice will be very welcomed

Btw, cavalry needs a nerf lol, just spam hunting cavalry (best value for price) and you're done, remembers me to Wargroove with the spamming Spearman "tactic" to succeed.