diff --git a/website/src/lib/components/DownloadButtons.svelte b/website/src/lib/components/DownloadButtons.svelte
index e554b30a..f280dec4 100644
--- a/website/src/lib/components/DownloadButtons.svelte
+++ b/website/src/lib/components/DownloadButtons.svelte
@@ -5,7 +5,13 @@
   import AmazonIcon from "~icons/cib/amazon";
   import ChevronDownIcon from "~icons/heroicons/chevron-down-solid";
   import WindowsIcon from "./WindowsIcon.svelte";
-  import { AMAZON_URL, linuxArchitectures, releaseAsset, storeOptions } from "$lib/content/downloads";
+  import {
+    AMAZON_URL,
+    linuxArchitectures,
+    MICROSOFT_STORE_URL,
+    releaseAsset,
+    storeOptions,
+  } from "$lib/content/downloads";
 
   const componentId = $props.id();
   const linuxPanelId = `${componentId}-linux-downloads`;
@@ -67,7 +73,9 @@
   <!-- Desktop row -->
   <div class="desktop-buttons">
     <a
-      href={releaseAsset("plezy-windows-installer.exe")}
+      href={MICROSOFT_STORE_URL}
+      target="_blank"
+      rel="noopener noreferrer"
       class="desktop-button"
     >
       <WindowsIcon />
diff --git a/website/src/lib/content/downloads.ts b/website/src/lib/content/downloads.ts
index f7f4e901..598492d0 100644
--- a/website/src/lib/content/downloads.ts
+++ b/website/src/lib/content/downloads.ts
@@ -16,6 +16,17 @@ export const APP_STORE_ID = '6754315964';
 export const ANDROID_PACKAGE = 'com.edde746.plezy';
 export const AMAZON_URL = 'https://www.amazon.com/gp/product/B0GK65CVS1';
 
+// Untagged product URLs for structured data. Campaign-tagged URLs belong on
+// links a visitor actually clicks here; attributing a search rich-result click
+// to the site's own campaign would be wrong.
+export const APP_STORE_CANONICAL_URL = `https://apps.apple.com/us/app/id${APP_STORE_ID}`;
+export const PLAY_STORE_CANONICAL_URL = `https://play.google.com/store/apps/details?id=${ANDROID_PACKAGE}`;
+
+// Microsoft Store. `cid` is the Partner Center campaign code; `referrer=appbadge`
+// is the value Microsoft's own badge snippet emits for this endpoint.
+export const MICROSOFT_STORE_URL =
+  'https://get.microsoft.com/installer/download/9n5r1s1t68h7?referrer=appbadge&cid=landing';
+
 export const releaseAsset = (name: string) =>
   `https://github.com/edde746/plezy/releases/latest/download/${name}`;
 
@@ -23,12 +34,14 @@ export const storeOptions = {
   ios: {
     id: 'app-store',
     label: 'App Store',
-    url: `https://apps.apple.com/us/app/id${APP_STORE_ID}`,
+    // pt/ct/mt: App Store Analytics campaign link (Analytics > Acquisition > Campaigns).
+    url: `https://apps.apple.com/app/apple-store/id${APP_STORE_ID}?pt=128238902&ct=Landing&mt=8`,
   },
   android: {
     id: 'play-store',
     label: 'Google Play',
-    url: `https://play.google.com/store/apps/details?id=${ANDROID_PACKAGE}`,
+    // referrer: URL-encoded UTM pair; Play Console reports utm_source/utm_campaign.
+    url: `${PLAY_STORE_CANONICAL_URL}&referrer=utm_source%3Dplezy.app%26utm_campaign%3Dlanding`,
   },
 } as const satisfies Record<'ios' | 'android', StoreOption>;
 
diff --git a/website/src/lib/content/software_app_offers.ts b/website/src/lib/content/software_app_offers.ts
index b2234bc7..ad3149ce 100644
--- a/website/src/lib/content/software_app_offers.ts
+++ b/website/src/lib/content/software_app_offers.ts
@@ -1,4 +1,8 @@
-import { AMAZON_URL, storeOptions } from './downloads';
+import {
+  AMAZON_URL,
+  APP_STORE_CANONICAL_URL,
+  PLAY_STORE_CANONICAL_URL,
+} from './downloads';
 
 export type StorePrices = {
   appStorePrice: string | null;
@@ -25,7 +29,7 @@ export function buildSoftwareApplicationOffers({
   return [
     {
       '@type': 'Offer',
-      url: storeOptions.ios.url,
+      url: APP_STORE_CANONICAL_URL,
       category: 'App Store',
       ...(appStorePrice === null
         ? {}
@@ -36,7 +40,7 @@ export function buildSoftwareApplicationOffers({
     },
     {
       '@type': 'Offer',
-      url: storeOptions.android.url,
+      url: PLAY_STORE_CANONICAL_URL,
       category: 'Google Play',
       ...(playStorePrice === null
         ? {}