Book of WAR.

Make your decision of attacking someone on the balance for the possible profit and threat. 

Why to attack enemy? You can gain resources by attacking enemy HQ. 
You can gain gold for any dead or wounded soldiers in a battle, yours or enemy. You should be around same power with your enemy for that option.
When it's killing event going on - you getting points by killing or wounding enemy troops.
Killing or wounding enemy troops add kills count to your personal and yours alliance statistics. That's not bad too.

All these reasons could be reversed and become the reasons to attack you. So, don't keep huge piles of resources aka don't be a fat target. For that you should not open resource items when you receive them. Open them only when you want to use them. Watch out when killing event active, keep your troops off tiles on KE. And be always on guard, as powerful players can wipe you out just to enlarge their statistic. 

Why not to attack?
You can loose all your troops in attack. Don't do any attacks unless you sure. I have seen a lot of people and full alliances "deleting the game" after they slay their whole army with few foolish attacks or rallys.
Check "friend of foe?" question before attacking anyone. Even if your alliance is not ally with your target, do not attack members of powerfull alliance without elders permission, as this could cause consequences. Some alliances are not powerful, but second alliances(family, farm alliances).

DEAD or WOUNDED in dino war.
Damaged troops are going either to "dead" or "wounded". Dead - you lost them forever, wounded- you can heal them in your own hospitals. Maybe developers will add alliance hospitals later in game.
Dead is 5 or even more times worse then wounded. If you have 15k wounded in defend and your enemy lost 5k dead while attacking you - this means you got victory in fact, not defeat.
When your army are getting wounded - troops go to your own hospitals first, check your hospital capacity and keep it modest. After limit reached they go to be dead.
Best troops (higher level infantry) die first. This gives one more important difference between defence and attack. In attack you loosing your best troops. In defence you saving them.

Dead or wounded in different situations:

Attack on HQ. Rally on HQ. Reinforce defence.

Attacker - dead
Defender - wounded
Reinforcer(defender) wounded.

Attack on tile(troops collecting resources), camping troops(troops just standing outside HQ doing nothing).
Attacker - wounded
Defender - wounded

Alliance buildings (alliance towers).
Owner of the building - wounded.
Enemy of the building - dead.
Notice once again - does not care if you attack or defend, rally or single, constructing or demolishing. Key here will be: is it yours building or not.

All not PVP fights: monsters, trading hub rally, new dawn captains rally, new dawn events.
wounded only 1% of lost troops.

Fights on the government buildings, Throne war.
Everyone goes dead.


The "not forget" list before any KE, or war:
1. Reset your commander talents and set it all to war.
2. Set first 2 notifications ON. With this your telephone will blink when you attacked or reckoned.
3. Do not put troops on tiles during KE if you not 100% online.
4. Keep one of your beasts(thunderfoot) on your wall defence.
5. Get war boosters. Use war boosters.
6. Before attack use capacity boost talent if you got one.
7. Keep emergency return talent ready for use.
8. Keep some shields and teleports.

Balance your troops. I don't have any precise strategies on what troops to have in army, the only thing i know for sure: there should be different types. Use different types of your top tier troops.

War items..

Teleports is the blood of any PVP, obtain them, save them, and use them carefully.

Energy Shield your HQ against any enemy activity(also called "condom protection" :D ). It protects against recon too, Don't forget to take away your "on tile" troops. They not defended by the HQ shield. Any your aggression to other players will uncover defence shield. Shield timers don't plussing. If you double use 8 hours it will still be 8 hours. You can do defence actions being shielded: send troops to defend your alliance teammates, defend your alliance buildings. When you making a rally on your own tower to kick enemy demolishing troops out of there - this is defence too!
You can't use shield just after you did any aggressive action and break your previous shield. 30 minutes delay here.
You can also use random teleport to get away from enemy. 30 minutes delay here if you was aggressive. Not sure about this, but maybe you can get away with advanced teleport even if you had aggression actions right before that.
Canceling single attack or war rally is important items, i will show later why. Rally cancel is much more expensive.
Items to boost your war stats and max march capacity. Use them in any hard PVP battles.
Items to speed up current march. There is no speedups for rally. Very important item, don't spoil them just because you don't want to wait something...

Some war actions.

Simple attack. is not so simple in fact :)

Ok you have power and want to use it somehow.

Recon enemy HQ around you. Find some lower lvl base with a lot of resources but not much troops.
Use boost items, if you have them, and send your troops for attack. Check the time in which your recon spy is getting to the enemy: let say it is 30 sec.  Before 50 seconds to attack send the spy again! Spy report will come in about 20 second before your main force hits the enemy, so you have time to see the report. If you see heavy reinforcement troops in report - cancel the attack. Your troops must be at least 5 times better, so you wouldn't have a Phyrric victory. This is the safest way to do attack that I know, but it still very dangerous, that's why:

Using Lord talent "Emergency recall." If you under attack and have your troops away then use emergency recall in 10-5 seconds before you will be hit. Officially they should come back in 3 seconds + ping delay. This will be good surprise for incoming enemy. You can do it when your troop marching to attack enemy, or coming back from anywhere, or staying on tiles. The only exception - your troops will not come back from rally.
Anti "Emergency recall." Enemy seems to be smart enough and online? You think he will use emergency?  Then use cancel attack item in 3 seconds before your attack will come. If you see him using ER - he cant repeat it during following 12 hours. 

Cheeky-breeky False Rally - dangerous bait maneuver, same as emergency recall, see special post about it (link will be here later).
Reinforcing could be very effective. Assume you just log in to the game and seeing your teammate resources being plundered by multiple single attacks from one or few enemies. If enemy don't expect anything special and just sending porters do reinforce at this moment.That's when it's good to use  march speedup items to be unexpected.
Tile attack. (farm, sawmill, or field camping troops attack).
You can't make rally. You can't make reinforcement. No any cheats and bugs i know here. No profit except kill rating goes up. But this attack still very good if you want just damage your enemy in resources, or plan to attack his HQ next. If you are a novice player - farm attack is best way for you to try your swords and do some help in mass pvp war.
Defence by moving out. You see really heavy enemy force(rally) incoming but you don't have any resources to take from you? Don't even use your shield! Just move your troops out from your HQ. You can go to hit monster, or just camp outside. Sorry, nobody home.
Troops could be healed in short bursts, this can be very quick and cheap with the "help hands" of your alliance.

There gonna be big alliance war, but I can't play at the moment. What should I do?
1). Most expensive and effective.
Put on castle shield and don't send troops to a farms\sawmills.
2). Ask your teammates if someone planning to shield his castle. You can put your troops in your friends HQ for protection. But don't keep piles of resources.
3)Bare-ass beggar variant :)
Move your troops to some pretty far away farm or just in the field camp. If they don't been spotted, or enemies don't have time for that - your will be full ok, when you need them back.
4) Coward variant - use random teleport. This way you will not be able to do any help to your team until you teleport back with advanced or alliance teleport.

There gonna be big alliance war. I am novice, but I want to help. What should I do?
Do not spam in alliance chats. In my game experience there was a moment when we had to kick 2 players even before big war comes true. They were hyper aroused...
Click "help hands".
Do spying and false attacks with few troops to entangle the enemies.
Report in alliance chat if you found something interesting like millions of resources...
Keep in mind that if your watchtower level is low - you can't see reinforcements and full rally power, some other things.
Keep an eye on the map. Inform about enemies teleporting in and out. Share their location to the alliance chat with special button.
Put little of your troops in open spaces of your hive(outside camping) - to make it protected from enemy teleportations. Close standing enemy is very dangerous.
You can try to reinforce your mates.
Reinforce with the cavalry only, if you feel that it's hard to get in time.
Reinforcing is good most of the time... but there is exceptions. So read the alliance chat carefully.
Sometimes you should not reinforce your teammate. Most of the time that's because reinforcement capacity will be filled with the better troops, someone else's.
It could be special bait maneuver. It could be no need, if there is no defence troops and no resources. Sometimes there is no need, because enemy is too heavy, and your reinforcement force will no do any damage.

If you plan pvp this will be important for you: watching tower, embassy, hall of war(needs diamonds), hospitals, wartype commander talents.