diff --git a/internal/envoy/envoy.go b/internal/envoy/envoy.go
index ae237e899..a33673dda 100644
--- a/internal/envoy/envoy.go
+++ b/internal/envoy/envoy.go
@@ -30,11 +30,11 @@ import (
 	"github.com/shirou/gopsutil/v3/process"
 	"google.golang.org/protobuf/encoding/protojson"
 
-	"github.com/pomerium/pomerium/internal/envoy/files"
-
 	"github.com/pomerium/pomerium/config"
 	"github.com/pomerium/pomerium/config/envoyconfig"
+	"github.com/pomerium/pomerium/internal/envoy/files"
 	"github.com/pomerium/pomerium/internal/log"
+	"github.com/pomerium/pomerium/internal/telemetry"
 )
 
 const (
@@ -227,8 +227,8 @@ func (srv *Server) writeConfig(ctx context.Context, cfg *config.Config) error {
 
 func (srv *Server) buildBootstrapConfig(cfg *config.Config) ([]byte, error) {
 	nodeCfg := &envoy_config_core_v3.Node{
-		Id:      "proxy",
-		Cluster: "proxy",
+		Id:      telemetry.ServiceName(cfg.Options.Services),
+		Cluster: telemetry.ServiceName(cfg.Options.Services),
 	}
 
 	adminCfg, err := srv.builder.BuildBootstrapAdmin(cfg)
diff --git a/internal/telemetry/grpc.go b/internal/telemetry/grpc.go
index 41909158a..592442795 100644
--- a/internal/telemetry/grpc.go
+++ b/internal/telemetry/grpc.go
@@ -2,14 +2,25 @@ package telemetry
 
 import (
 	"context"
+	"strings"
 
 	"go.opencensus.io/plugin/ocgrpc"
+	"go.opencensus.io/plugin/ochttp/propagation/b3"
+	"go.opencensus.io/trace"
+	"go.opencensus.io/trace/propagation"
 	"google.golang.org/grpc"
+	"google.golang.org/grpc/metadata"
 	grpcstats "google.golang.org/grpc/stats"
 
 	"github.com/pomerium/pomerium/internal/telemetry/metrics"
 )
 
+const (
+	grpcTraceBinHeader = "grpc-trace-bin"
+	b3TraceIDHeader    = "x-b3-traceid"
+	b3SpanIDHeader     = "x-b3-spanid"
+)
+
 type tagRPCHandler interface {
 	TagRPC(context.Context, *grpcstats.RPCTagInfo) context.Context
 }
@@ -23,9 +34,40 @@ type GRPCServerStatsHandler struct {
 
 // TagRPC implements grpc.stats.Handler and adds metrics and tracing metadata to the context of a given RPC
 func (h *GRPCServerStatsHandler) TagRPC(ctx context.Context, tagInfo *grpcstats.RPCTagInfo) context.Context {
-	handledCtx := h.Handler.TagRPC(ctx, tagInfo)
-	metricCtx := h.metricsHandler.TagRPC(handledCtx, tagInfo)
+	// the opencensus trace handler only supports grpc-trace-bin, so we use that code and support b3 too
 
+	md, _ := metadata.FromIncomingContext(ctx)
+	name := strings.TrimPrefix(tagInfo.FullMethodName, "/")
+	name = strings.Replace(name, "/", ".", -1)
+
+	var parent trace.SpanContext
+	hasParent := false
+	if traceBin := md[grpcTraceBinHeader]; len(traceBin) > 0 {
+		parent, hasParent = propagation.FromBinary([]byte(traceBin[0]))
+	}
+
+	if hdr := md[b3TraceIDHeader]; len(hdr) > 0 {
+		if tid, ok := b3.ParseTraceID(hdr[0]); ok {
+			parent.TraceID = tid
+			hasParent = true
+		}
+	}
+	if hdr := md[b3SpanIDHeader]; len(hdr) > 0 {
+		if sid, ok := b3.ParseSpanID(hdr[0]); ok {
+			parent.SpanID = sid
+			hasParent = true
+		}
+	}
+
+	if hasParent {
+		ctx, _ = trace.StartSpanWithRemoteParent(ctx, name, parent,
+			trace.WithSpanKind(trace.SpanKindServer))
+	} else {
+		ctx, _ = trace.StartSpan(ctx, name,
+			trace.WithSpanKind(trace.SpanKindServer))
+	}
+
+	metricCtx := h.metricsHandler.TagRPC(ctx, tagInfo)
 	return metricCtx
 }
 
diff --git a/internal/telemetry/grpc_test.go b/internal/telemetry/grpc_test.go
index a50664f68..740e9269e 100644
--- a/internal/telemetry/grpc_test.go
+++ b/internal/telemetry/grpc_test.go
@@ -6,6 +6,9 @@ import (
 
 	"github.com/stretchr/testify/assert"
 	"go.opencensus.io/plugin/ocgrpc"
+	"go.opencensus.io/plugin/ochttp/propagation/b3"
+	"go.opencensus.io/trace"
+	"google.golang.org/grpc/metadata"
 	grpcstats "google.golang.org/grpc/stats"
 )
 
@@ -28,9 +31,17 @@ func Test_GRPCServerStatsHandler(t *testing.T) {
 	}
 
 	ctx := context.WithValue(context.Background(), mockCtxTag("original"), "true")
+	ctx = metadata.NewIncomingContext(ctx, metadata.MD{
+		b3TraceIDHeader: {"9de3f6756f315fef"},
+		b3SpanIDHeader:  {"b4f83d3096b6bf9c"},
+	})
 	ctx = h.TagRPC(ctx, &grpcstats.RPCTagInfo{})
 
 	assert.True(t, metricsHandler.called)
 	assert.Equal(t, ctx.Value(mockCtxTag("added")), "true")
 	assert.Equal(t, ctx.Value(mockCtxTag("original")), "true")
+
+	span := trace.FromContext(ctx)
+	expectedTraceID, _ := b3.ParseTraceID("9de3f6756f315fef")
+	assert.Equal(t, expectedTraceID, span.SpanContext().TraceID)
 }