diff --git a/module/apmgrpc/client.go b/module/apmgrpc/client.go
index 6f479b163..9c339eb23 100644
--- a/module/apmgrpc/client.go
+++ b/module/apmgrpc/client.go
@@ -83,6 +83,9 @@ func NewUnaryClientInterceptor(o ...ClientOption) grpc.UnaryClientInterceptor {
 					Resource: url.Host,
 				})
 			}
+			span.Context.SetServiceTarget(apm.ServiceTargetSpanContext{
+				Name: url.Host,
+			})
 		}
 		return err
 	}
diff --git a/span.go b/span.go
index 58e1e356b..d837df9e5 100644
--- a/span.go
+++ b/span.go
@@ -381,11 +381,9 @@ func (s *Span) End() {
 		// manually set the destination.service.resource
 		s.setExitSpanDestinationService()
 	}
-	if s.exit {
-		// The span was created as an exit span, but the user did not
-		// manually set the service.target fields.
-		s.setExitSpanServiceTarget()
-	}
+
+	s.updateSpanServiceTarget()
+
 	if s.Duration < 0 {
 		s.Duration = time.Since(s.timestamp)
 	}
@@ -526,7 +524,13 @@ func (s *Span) setExitSpanDestinationService() {
 	})
 }
 
-func (s *Span) setExitSpanServiceTarget() {
+func (s *Span) updateSpanServiceTarget() {
+	if !s.exit {
+		// span.context.service.target.* fields should be omitted for non-exit spans.
+		s.Context.model.Service = nil
+		return
+	}
+
 	fallbackType := s.Subtype
 	if fallbackType == "" {
 		fallbackType = s.Type
diff --git a/spancontext.go b/spancontext.go
index 61d6ad36b..38ced9261 100644
--- a/spancontext.go
+++ b/spancontext.go
@@ -222,6 +222,9 @@ func (c *SpanContext) SetHTTPRequest(req *http.Request) {
 		Name:     destinationServiceURL.String(),
 		Resource: destinationServiceResource,
 	})
+	c.SetServiceTarget(ServiceTargetSpanContext{
+		Name: destinationServiceResource,
+	})
 }
 
 // SetHTTPStatusCode records the HTTP response status code.
diff --git a/spancontext_test.go b/spancontext_test.go
index 80cd7393a..2c3805bc1 100644
--- a/spancontext_test.go
+++ b/spancontext_test.go
@@ -105,7 +105,9 @@ func TestSpanContextSetHTTPRequest(t *testing.T) {
 			require.NoError(t, err)
 
 			_, spans, _ := apmtest.WithTransaction(func(ctx context.Context) {
-				span, _ := apm.StartSpan(ctx, "name", "type")
+				span, _ := apm.StartSpanOptions(ctx, "name", "http", apm.SpanOptions{
+					ExitSpan: true,
+				})
 				span.Context.SetHTTPRequest(&http.Request{URL: url})
 				span.End()
 			})
@@ -120,6 +122,10 @@ func TestSpanContextSetHTTPRequest(t *testing.T) {
 					Resource: tc.resource,
 				},
 			}, spans[0].Context.Destination)
+			assert.Equal(t, &model.ServiceTargetSpanContext{
+				Type: "http",
+				Name: tc.resource,
+			}, spans[0].Context.Service.Target)
 		})
 	}
 }