diff --git a/apps/blog/src/app/(blog)/layout.tsx b/apps/blog/src/app/(blog)/layout.tsx
index 54ce2154d2..9e69c85883 100644
--- a/apps/blog/src/app/(blog)/layout.tsx
+++ b/apps/blog/src/app/(blog)/layout.tsx
@@ -1,6 +1,7 @@
-import { WebNavigation } from "@prisma-docs/ui/components/web-navigation";
 import { Footer } from "@prisma-docs/ui/components/footer";
 import { ThemeProvider } from "@prisma-docs/ui/components/theme-provider";
+import { NavigationWrapper } from "@/components/navigation-wrapper";
+import { UtmPersistence } from "@/components/utm-persistence";
 export function baseOptions() {
   return {
     nav: {
@@ -103,7 +104,8 @@ export function baseOptions() {
 export default function Layout({ children }: { children: React.ReactNode }) {
   return (
     <ThemeProvider defaultTheme="system" storageKey="theme">
-      <WebNavigation
+      <UtmPersistence />
+      <NavigationWrapper
         links={baseOptions().links}
         utm={{ source: "website", medium: "blog" }}
       />
diff --git a/apps/blog/src/components/navigation-wrapper.tsx b/apps/blog/src/components/navigation-wrapper.tsx
new file mode 100644
index 0000000000..8668683646
--- /dev/null
+++ b/apps/blog/src/components/navigation-wrapper.tsx
@@ -0,0 +1,54 @@
+"use client";
+
+import { WebNavigation } from "@prisma-docs/ui/components/web-navigation";
+import { useEffect, useState } from "react";
+import { getUtmParams, hasUtmParams, type UtmParams } from "@/lib/utm";
+
+interface Link {
+  text: string;
+  external?: boolean;
+  url?: string;
+  icon?: string;
+  desc?: string;
+  col?: number;
+  sub?: Array<{
+    text: string;
+    external?: boolean;
+    url: string;
+    icon?: string;
+    desc?: string;
+  }>;
+}
+
+interface NavigationWrapperProps {
+  links: Link[];
+  utm: {
+    source: string;
+    medium: string;
+  };
+}
+
+export function NavigationWrapper({ links, utm }: NavigationWrapperProps) {
+  const [mounted, setMounted] = useState(false);
+  const defaultUtmParams = {
+    utm_source: utm.source,
+    utm_medium: utm.medium,
+  };
+
+  useEffect(() => {
+    setMounted(true);
+  }, []);
+
+  const currentUtmParams: UtmParams =
+    mounted ? getUtmParams(new URLSearchParams(window.location.search)) : {};
+  const preserveExactUtm = hasUtmParams(currentUtmParams);
+  const resolvedUtmParams = preserveExactUtm ? currentUtmParams : defaultUtmParams;
+
+  return (
+    <WebNavigation
+      links={links}
+      utm={resolvedUtmParams}
+      preserveExactUtm={preserveExactUtm}
+    />
+  );
+}
diff --git a/apps/blog/src/components/utm-persistence.tsx b/apps/blog/src/components/utm-persistence.tsx
new file mode 100644
index 0000000000..4d2b80d60c
--- /dev/null
+++ b/apps/blog/src/components/utm-persistence.tsx
@@ -0,0 +1,98 @@
+"use client";
+
+import { useEffect } from "react";
+import { usePathname, useRouter } from "next/navigation";
+import {
+  clearStoredUtmParams,
+  CONSOLE_HOST,
+  getUtmParams,
+  hasUtmParams,
+  syncUtmParams,
+  writeStoredUtmParams,
+} from "@/lib/utm";
+
+export function UtmPersistence() {
+  const pathname = usePathname();
+  const router = useRouter();
+
+  useEffect(() => {
+    const currentUtmParams = getUtmParams(
+      new URLSearchParams(window.location.search),
+    );
+
+    if (hasUtmParams(currentUtmParams)) {
+      writeStoredUtmParams(currentUtmParams);
+      return;
+    }
+
+    clearStoredUtmParams();
+  }, [pathname]);
+
+  useEffect(() => {
+    function handleClick(event: MouseEvent) {
+      if (event.defaultPrevented || event.button !== 0) {
+        return;
+      }
+
+      const anchor = (event.target as HTMLElement).closest<HTMLAnchorElement>(
+        "a[href]",
+      );
+
+      if (!anchor) {
+        return;
+      }
+
+      const href = anchor.getAttribute("href");
+
+      if (
+        !href ||
+        href.startsWith("#") ||
+        href.startsWith("mailto:") ||
+        href.startsWith("tel:") ||
+        anchor.hasAttribute("download")
+      ) {
+        return;
+      }
+
+      const activeUtmParams = getUtmParams(
+        new URLSearchParams(window.location.search),
+      );
+
+      if (!hasUtmParams(activeUtmParams)) {
+        return;
+      }
+
+      const targetUrl = new URL(anchor.href, window.location.href);
+      const isInternalLink = targetUrl.origin === window.location.origin;
+      const isConsoleLink = targetUrl.hostname === CONSOLE_HOST;
+
+      if (!isInternalLink && !isConsoleLink) {
+        return;
+      }
+
+      if (!syncUtmParams(targetUrl, activeUtmParams)) {
+        return;
+      }
+
+      const nextHref = `${targetUrl.pathname}${targetUrl.search}${targetUrl.hash}`;
+      const isModifiedClick =
+        event.metaKey || event.ctrlKey || event.shiftKey || event.altKey;
+
+      if (isInternalLink && anchor.target !== "_blank" && !isModifiedClick) {
+        event.preventDefault();
+        router.push(nextHref);
+        return;
+      }
+
+      anchor.setAttribute(
+        "href",
+        isInternalLink ? nextHref : targetUrl.toString(),
+      );
+    }
+
+    document.addEventListener("click", handleClick, true);
+    return () => document.removeEventListener("click", handleClick, true);
+  }, [router]);
+
+  return null;
+}
diff --git a/apps/blog/src/lib/utm.ts b/apps/blog/src/lib/utm.ts
new file mode 100644
index 0000000000..8e79844c15
--- /dev/null
+++ b/apps/blog/src/lib/utm.ts
@@ -0,0 +1,101 @@
+export const UTM_STORAGE_KEY = "blog_utm_params";
+export const CONSOLE_HOST = "console.prisma.io";
+
+export type UtmParams = Record<string, string>;
+
+function sanitizeUtmParams(input: unknown): UtmParams {
+  if (!input || typeof input !== "object" || Array.isArray(input)) {
+    return {};
+  }
+
+  return Object.fromEntries(
+    Object.entries(input).filter(
+      ([key, value]) =>
+        key.startsWith("utm_") && typeof value === "string" && value.length > 0,
+    ),
+  );
+}
+
+export function getUtmParams(searchParams: URLSearchParams): UtmParams {
+  const utmParams: UtmParams = {};
+
+  for (const [key, value] of searchParams.entries()) {
+    if (key.startsWith("utm_") && value) {
+      utmParams[key] = value;
+    }
+  }
+
+  return utmParams;
+}
+
+export function hasUtmParams(utmParams: UtmParams) {
+  return Object.keys(utmParams).length > 0;
+}
+
+export function syncUtmParams(url: URL, utmParams: UtmParams) {
+  let updated = false;
+
+  for (const key of Array.from(url.searchParams.keys())) {
+    if (key.startsWith("utm_") && !(key in utmParams)) {
+      url.searchParams.delete(key);
+      updated = true;
+    }
+  }
+
+  for (const [key, value] of Object.entries(utmParams)) {
+    if (url.searchParams.get(key) !== value) {
+      url.searchParams.set(key, value);
+      updated = true;
+    }
+  }
+
+  return updated;
+}
+
+export function readStoredUtmParams() {
+  if (typeof window === "undefined") {
+    return {};
+  }
+
+  try {
+    const storedUtmParams = window.sessionStorage.getItem(UTM_STORAGE_KEY);
+
+    if (!storedUtmParams) {
+      return {};
+    }
+
+    return sanitizeUtmParams(JSON.parse(storedUtmParams));
+  } catch {
+    return {};
+  }
+}
+
+export function writeStoredUtmParams(utmParams: UtmParams) {
+  if (typeof window === "undefined") {
+    return;
+  }
+
+  const validUtmParams = sanitizeUtmParams(utmParams);
+
+  if (!hasUtmParams(validUtmParams)) {
+    return;
+  }
+
+  try {
+    window.sessionStorage.setItem(UTM_STORAGE_KEY, JSON.stringify(validUtmParams));
+  } catch {
+    // Ignore storage failures in restricted environments.
+  }
+}
+
+export function clearStoredUtmParams() {
+  if (typeof window === "undefined") {
+    return;
+  }
+
+  try {
+    window.sessionStorage.removeItem(UTM_STORAGE_KEY);
+  } catch {
+    // Ignore storage failures in restricted environments.
+  }
+}
diff --git a/apps/site/src/app/(index)/page.tsx b/apps/site/src/app/(index)/page.tsx
index e030b61f14..06016b1a18 100644
--- a/apps/site/src/app/(index)/page.tsx
+++ b/apps/site/src/app/(index)/page.tsx
@@ -5,9 +5,16 @@ import { Button } from "@prisma/eclipse";
 import { CopyCode } from "@/components/homepage/copy-btn";
 import { Bento } from "@/components/homepage/bento";
 import { CardSection } from "@/components/homepage/card-section/card-section";
+import { ConsoleCtaButton } from "@/components/console-cta-button";
 import review from "../../data/homepage.json";
 import Testimonials from "../../components/homepage/testimonials";
 
+const INDEX_CTA_DEFAULT_UTM = {
+  utm_source: "website",
+  utm_medium: "index",
+  utm_campaign: "cta",
+} as const;
+
 const twoCol = [
   {
     content: (
@@ -114,9 +121,10 @@ export default function SiteHome() {
             ship faster.
           </p>
           <div className="flex flex-col md:flex-row gap-4 items-center justify-center">
-            <Button
+            <ConsoleCtaButton
               variant="ppg"
-              href="https://console.prisma.io/sign-up?utm_source=website&utm_medium=index&utm_campaign=cta"
+              consolePath="/sign-up"
+              defaultUtm={INDEX_CTA_DEFAULT_UTM}
               size="3xl"
               target="_blank"
               rel="noopener noreferrer"
@@ -124,7 +132,7 @@ export default function SiteHome() {
             >
               <span>Create database</span>
               <i className="fa-regular fa-database ml-2" />
-            </Button>
+            </ConsoleCtaButton>
             <CopyCode text="npx prisma init">
               <span className="text-foreground-neutral-reverse-weak">$</span>
               <span className="text-foreground-neutral-weak">
@@ -246,14 +254,15 @@ export default function SiteHome() {
                 </p>
               </div>
               <div className="flex flex-col gap-6 md:flex-row">
-                <Button
+                <ConsoleCtaButton
                   variant="ppg"
                   size="2xl"
-                  href="https://console.prisma.io/sign-up?utm_source=website&utm_medium=index&utm_campaign=cta"
+                  consolePath="/sign-up"
+                  defaultUtm={INDEX_CTA_DEFAULT_UTM}
                 >
                   <span>Create your first Database</span>
                   <i className="fa-regular fa-arrow-right ml-2" />
-                </Button>
+                </ConsoleCtaButton>
                 <Button variant="default-stronger" size="2xl" href="/pricing">
                   <span>Explore Pricing</span>
                   <i className="fa-regular fa-arrow-right ml-2" />
diff --git a/apps/site/src/app/layout.tsx b/apps/site/src/app/layout.tsx
index d7be4dd3cd..6ed6b3bbfb 100644
--- a/apps/site/src/app/layout.tsx
+++ b/apps/site/src/app/layout.tsx
@@ -15,6 +15,7 @@ import {
 import { Footer } from "@prisma-docs/ui/components/footer";
 import { ThemeProvider } from "@prisma-docs/ui/components/theme-provider";
 import { FontAwesomeScript as WebFA } from "@prisma/eclipse";
+import { UtmPersistence } from "@/components/utm-persistence";
 
 const inter = Inter({
   subsets: ["latin"],
@@ -187,6 +188,7 @@ export default function Layout({ children }: { children: React.ReactNode }) {
         <div className="bg-background-default absolute inset-0 -z-1 overflow-hidden" />
         <Provider>
           <ThemeProvider defaultTheme="system" storageKey="theme">
+            <UtmPersistence />
             <NavigationWrapper
               links={baseOptions().links}
               utm={{ source: "website" }}
diff --git a/apps/site/src/components/console-cta-button.tsx b/apps/site/src/components/console-cta-button.tsx
new file mode 100644
index 0000000000..38f1fb6adf
--- /dev/null
+++ b/apps/site/src/components/console-cta-button.tsx
@@ -0,0 +1,52 @@
+"use client";
+
+import { useEffect, useState } from "react";
+import { Button, type ButtonProps } from "@prisma/eclipse";
+import { getUtmParams, hasUtmParams, type UtmParams } from "@/lib/utm";
+
+type ButtonLinkProps = Extract<ButtonProps, { href: string }>;
+
+interface ConsoleCtaButtonProps extends Omit<ButtonLinkProps, "href"> {
+  consolePath: "/login" | "/sign-up";
+  defaultUtm: UtmParams;
+}
+
+function buildConsoleHref(consolePath: "/login" | "/sign-up", utmParams: UtmParams) {
+  const href = new URL(`https://console.prisma.io${consolePath}`);
+
+  for (const [key, value] of Object.entries(utmParams)) {
+    if (key.startsWith("utm_") && value) {
+      href.searchParams.set(key, value);
+    }
+  }
+
+  return href.toString();
+}
+
+export function ConsoleCtaButton({
+  consolePath,
+  defaultUtm,
+  children,
+  ...props
+}: ConsoleCtaButtonProps) {
+  const [href, setHref] = useState(() => buildConsoleHref(consolePath, defaultUtm));
+
+  useEffect(() => {
+    const currentUtmParams = getUtmParams(
+      new URLSearchParams(window.location.search),
+    );
+
+    setHref(
+      buildConsoleHref(
+        consolePath,
+        hasUtmParams(currentUtmParams) ? currentUtmParams : defaultUtm,
+      ),
+    );
+  }, [consolePath, defaultUtm]);
+
+  return (
+    <Button {...props} href={href}>
+      {children}
+    </Button>
+  );
+}
diff --git a/apps/site/src/components/navigation-wrapper.tsx b/apps/site/src/components/navigation-wrapper.tsx
index b9b325f39b..2e330333e2 100644
--- a/apps/site/src/components/navigation-wrapper.tsx
+++ b/apps/site/src/components/navigation-wrapper.tsx
@@ -2,7 +2,13 @@
 
 import { WebNavigation } from "@prisma-docs/ui/components/web-navigation";
 import { Footer } from "@prisma-docs/ui/components/footer";
+import { useEffect, useState } from "react";
 import { usePathname } from "next/navigation";
+import {
+  getUtmParams,
+  hasUtmParams,
+  type UtmParams,
+} from "@/lib/utm";
 
 interface Link {
   text: string;
@@ -23,7 +29,7 @@ interface Link {
 interface NavigationWrapperProps {
   links: Link[];
   utm: {
-    source: "website";
+    source: string;
   };
 }
 
@@ -49,6 +55,20 @@ function getUtmMedium(pathname: string) {
 
 export function NavigationWrapper({ links, utm }: NavigationWrapperProps) {
   const pathname = usePathname();
+  const [mounted, setMounted] = useState(false);
+  const defaultUtmParams = {
+    utm_source: utm.source,
+    utm_medium: getUtmMedium(pathname),
+  };
+
+  useEffect(() => {
+    setMounted(true);
+  }, []);
+
+  const currentUtmParams: UtmParams =
+    mounted ? getUtmParams(new URLSearchParams(window.location.search)) : {};
+  const preserveExactUtm = hasUtmParams(currentUtmParams);
+  const resolvedUtmParams = preserveExactUtm ? currentUtmParams : defaultUtmParams;
 
   // Determine button variant based on pathname
   const getButtonVariant = (): ColorType => {
@@ -62,7 +82,8 @@ export function NavigationWrapper({ links, utm }: NavigationWrapperProps) {
   return (
     <WebNavigation
       links={links}
-      utm={{ source: utm.source, medium: getUtmMedium(pathname) }}
+      utm={resolvedUtmParams}
+      preserveExactUtm={preserveExactUtm}
       buttonVariant={getButtonVariant()}
     />
   );
diff --git a/apps/site/src/components/utm-persistence.tsx b/apps/site/src/components/utm-persistence.tsx
new file mode 100644
index 0000000000..d0c1c90c76
--- /dev/null
+++ b/apps/site/src/components/utm-persistence.tsx
@@ -0,0 +1,100 @@
+"use client";
+
+import { useEffect } from "react";
+import { usePathname, useRouter } from "next/navigation";
+import {
+  clearStoredUtmParams,
+  CONSOLE_HOST,
+  getUtmParams,
+  hasUtmParams,
+  syncUtmParams,
+  writeStoredUtmParams,
+} from "@/lib/utm";
+
+export function UtmPersistence() {
+  const pathname = usePathname();
+  const router = useRouter();
+
+  useEffect(() => {
+    const currentUtmParams = getUtmParams(
+      new URLSearchParams(window.location.search),
+    );
+
+    if (hasUtmParams(currentUtmParams)) {
+      writeStoredUtmParams(currentUtmParams);
+      return;
+    }
+
+    clearStoredUtmParams();
+  }, [pathname]);
+
+  useEffect(() => {
+    function handleClick(event: MouseEvent) {
+      if (event.defaultPrevented || event.button !== 0) {
+        return;
+      }
+
+      const anchor = (event.target as HTMLElement).closest<HTMLAnchorElement>(
+        "a[href]",
+      );
+
+      if (!anchor) {
+        return;
+      }
+
+      const href = anchor.getAttribute("href");
+
+      if (
+        !href ||
+        href.startsWith("#") ||
+        href.startsWith("mailto:") ||
+        href.startsWith("tel:") ||
+        anchor.hasAttribute("download")
+      ) {
+        return;
+      }
+
+      const activeUtmParams = getUtmParams(
+        new URLSearchParams(window.location.search),
+      );
+
+      if (!hasUtmParams(activeUtmParams)) {
+        return;
+      }
+
+      const targetUrl = new URL(anchor.href, window.location.href);
+      const isInternalLink = targetUrl.origin === window.location.origin;
+      const isConsoleLink = targetUrl.hostname === CONSOLE_HOST;
+
+      if (!isInternalLink && !isConsoleLink) {
+        return;
+      }
+
+      const updated = syncUtmParams(targetUrl, activeUtmParams);
+
+      if (!updated) {
+        return;
+      }
+
+      const nextHref = `${targetUrl.pathname}${targetUrl.search}${targetUrl.hash}`;
+      const isModifiedClick =
+        event.metaKey || event.ctrlKey || event.shiftKey || event.altKey;
+
+      if (isInternalLink && anchor.target !== "_blank" && !isModifiedClick) {
+        event.preventDefault();
+        router.push(nextHref);
+        return;
+      }
+
+      anchor.setAttribute(
+        "href",
+        isInternalLink ? nextHref : targetUrl.toString(),
+      );
+    }
+
+    document.addEventListener("click", handleClick, true);
+    return () => document.removeEventListener("click", handleClick, true);
+  }, [router]);
+
+  return null;
+}
diff --git a/apps/site/src/lib/utm.ts b/apps/site/src/lib/utm.ts
new file mode 100644
index 0000000000..b3877d06c6
--- /dev/null
+++ b/apps/site/src/lib/utm.ts
@@ -0,0 +1,101 @@
+export const UTM_STORAGE_KEY = "site_utm_params";
+export const CONSOLE_HOST = "console.prisma.io";
+
+export type UtmParams = Record<string, string>;
+
+function sanitizeUtmParams(input: unknown): UtmParams {
+  if (!input || typeof input !== "object" || Array.isArray(input)) {
+    return {};
+  }
+
+  return Object.fromEntries(
+    Object.entries(input).filter(
+      ([key, value]) =>
+        key.startsWith("utm_") && typeof value === "string" && value.length > 0,
+    ),
+  );
+}
+
+export function getUtmParams(searchParams: URLSearchParams): UtmParams {
+  const utmParams: UtmParams = {};
+
+  for (const [key, value] of searchParams.entries()) {
+    if (key.startsWith("utm_") && value) {
+      utmParams[key] = value;
+    }
+  }
+
+  return utmParams;
+}
+
+export function hasUtmParams(utmParams: UtmParams) {
+  return Object.keys(utmParams).length > 0;
+}
+
+export function syncUtmParams(url: URL, utmParams: UtmParams) {
+  let updated = false;
+
+  for (const key of Array.from(url.searchParams.keys())) {
+    if (key.startsWith("utm_") && !(key in utmParams)) {
+      url.searchParams.delete(key);
+      updated = true;
+    }
+  }
+
+  for (const [key, value] of Object.entries(utmParams)) {
+    if (url.searchParams.get(key) !== value) {
+      url.searchParams.set(key, value);
+      updated = true;
+    }
+  }
+
+  return updated;
+}
+
+export function readStoredUtmParams() {
+  if (typeof window === "undefined") {
+    return {};
+  }
+
+  try {
+    const storedUtmParams = window.sessionStorage.getItem(UTM_STORAGE_KEY);
+
+    if (!storedUtmParams) {
+      return {};
+    }
+
+    return sanitizeUtmParams(JSON.parse(storedUtmParams));
+  } catch {
+    return {};
+  }
+}
+
+export function writeStoredUtmParams(utmParams: UtmParams) {
+  if (typeof window === "undefined") {
+    return;
+  }
+
+  const validUtmParams = sanitizeUtmParams(utmParams);
+
+  if (!hasUtmParams(validUtmParams)) {
+    return;
+  }
+
+  try {
+    window.sessionStorage.setItem(UTM_STORAGE_KEY, JSON.stringify(validUtmParams));
+  } catch {
+    // Ignore storage failures in restricted environments.
+  }
+}
+
+export function clearStoredUtmParams() {
+  if (typeof window === "undefined") {
+    return;
+  }
+
+  try {
+    window.sessionStorage.removeItem(UTM_STORAGE_KEY);
+  } catch {
+    // Ignore storage failures in restricted environments.
+  }
+}
diff --git a/packages/ui/src/components/web-navigation.tsx b/packages/ui/src/components/web-navigation.tsx
index dfe9c29138..2ae536e5dc 100644
--- a/packages/ui/src/components/web-navigation.tsx
+++ b/packages/ui/src/components/web-navigation.tsx
@@ -37,25 +37,47 @@ export interface Link {
 
 interface WebNavigationProps {
   links: Link[];
-  utm?: {
-    source: "website";
-    medium: string;
-  };
+  utm?: Record<string, string>;
+  preserveExactUtm?: boolean;
   buttonVariant?: "ppg" | "orm" | undefined;
 }
 
+function buildConsoleHref(
+  pathname: "/login" | "/sign-up",
+  utm?: WebNavigationProps["utm"],
+  preserveExactUtm = false,
+) {
+  if (!utm) {
+    return `https://console.prisma.io${pathname}`;
+  }
+
+  const href = new URL(`https://console.prisma.io${pathname}`);
+
+  for (const [key, value] of Object.entries(utm)) {
+    if (key.startsWith("utm_") && value) {
+      href.searchParams.set(key, value);
+    }
+  }
+
+  if (!preserveExactUtm && !href.searchParams.has("utm_campaign")) {
+    href.searchParams.set(
+      "utm_campaign",
+      pathname === "/login" ? "login" : "signup",
+    );
+  }
+
+  return href.toString();
+}
+
 export function WebNavigation({
   links,
   utm,
+  preserveExactUtm = false,
   buttonVariant = "ppg",
 }: WebNavigationProps) {
   const [mobileView, setMobileView] = useState(false);
-  const loginHref = utm
-    ? `https://console.prisma.io/login?utm_source=${utm.source}&utm_medium=${utm.medium}&utm_campaign=login`
-    : "https://console.prisma.io/login";
-  const signupHref = utm
-    ? `https://console.prisma.io/sign-up?utm_source=${utm.source}&utm_medium=${utm.medium}&utm_campaign=signup`
-    : "https://console.prisma.io/sign-up";
+  const loginHref = buildConsoleHref("/login", utm, preserveExactUtm);
+  const signupHref = buildConsoleHref("/sign-up", utm, preserveExactUtm);
 
   useEffect(() => {
     if (mobileView) {