The worst thing you can do with limited resources is spend on ninjas. Focus on your main char first. The game has a pretty handy *on at the top left near your name to allow you to identify the specific areas your char needs strengthening in. Use that as a first draft, then try calculating the RoI of spending. Eg: Cave keys, mags seriously start depreciating in RoI post level 5. TBH, stuff like mags can easily be farmed in game (from lucky board, events, packs, exam). Try to identify the items that are harder to farm and focus coupon resources there.
Utilize lucky board when it comes around, if you're new, the drops + redeeming points for med threads will give a significant jump in power. This should be the first place to spend coupons if you're new. You can start slowing down on this when you reach BA 5 and start fine tuning the numbers as to how many SA's it will take to get to BA6 and how many weeks it would take you, time vs coupon spending tradeoff.
Also like the guy above me said, only use resources during the related event, whether its keys, refines, thread, etc etc.