diff --git a/exporter/collector/integrationtest/testdata/fixtures/traces/traces_basic_expected.json b/exporter/collector/integrationtest/testdata/fixtures/traces/traces_basic_expected.json
index 8de6295bf..018e35f76 100644
--- a/exporter/collector/integrationtest/testdata/fixtures/traces/traces_basic_expected.json
+++ b/exporter/collector/integrationtest/testdata/fixtures/traces/traces_basic_expected.json
@@ -47,11 +47,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -162,6 +157,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -226,11 +226,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -341,6 +336,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -405,11 +405,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -520,6 +515,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -584,11 +584,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -699,6 +694,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -748,11 +748,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -824,6 +819,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -873,11 +873,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -949,6 +944,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -998,11 +998,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1074,6 +1069,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1123,11 +1123,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1199,6 +1194,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1234,11 +1234,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1295,6 +1290,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1330,11 +1330,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1391,6 +1386,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1426,11 +1426,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1487,6 +1482,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1522,11 +1522,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1583,6 +1578,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1647,11 +1647,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1762,6 +1757,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1826,11 +1826,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1941,6 +1936,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2005,11 +2005,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2120,6 +2115,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2169,11 +2169,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2250,6 +2245,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2299,11 +2299,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2380,6 +2375,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2429,11 +2429,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2510,6 +2505,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2559,11 +2559,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2640,6 +2635,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2675,11 +2675,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2736,6 +2731,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
diff --git a/exporter/collector/integrationtest/testdata/fixtures/traces/traces_user_agent_expected.json b/exporter/collector/integrationtest/testdata/fixtures/traces/traces_user_agent_expected.json
index ec07759b1..9d8f9cadb 100644
--- a/exporter/collector/integrationtest/testdata/fixtures/traces/traces_user_agent_expected.json
+++ b/exporter/collector/integrationtest/testdata/fixtures/traces/traces_user_agent_expected.json
@@ -47,11 +47,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -162,6 +157,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -226,11 +226,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -341,6 +336,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -405,11 +405,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -520,6 +515,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -584,11 +584,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -699,6 +694,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -748,11 +748,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -824,6 +819,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -873,11 +873,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -949,6 +944,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -998,11 +998,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1074,6 +1069,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1123,11 +1123,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1199,6 +1194,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1234,11 +1234,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1295,6 +1290,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1330,11 +1330,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1391,6 +1386,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1426,11 +1426,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1487,6 +1482,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1522,11 +1522,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1583,6 +1578,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1647,11 +1647,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1762,6 +1757,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -1826,11 +1826,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -1941,6 +1936,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2005,11 +2005,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-server"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2120,6 +2115,11 @@
                   "value": "foo"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-server"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2169,11 +2169,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2250,6 +2245,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2299,11 +2299,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2380,6 +2375,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2429,11 +2429,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2510,6 +2505,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2559,11 +2559,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2640,6 +2635,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
@@ -2675,11 +2675,6 @@
                   "value": "opentelemetry-go 1.18.0; google-cloud-trace-exporter 1.19.1"
                 }
               },
-              "g.co/gae/app/module": {
-                "stringValue": {
-                  "value": "demo-client"
-                }
-              },
               "g.co/r/generic_node/location": {
                 "stringValue": {
                   "value": "global"
@@ -2736,6 +2731,11 @@
                   "value": "go1.19-pre4 cl/455575533 +12f49fe0ed"
                 }
               },
+              "service.name": {
+                "stringValue": {
+                  "value": "demo-client"
+                }
+              },
               "telemetry.sdk.language": {
                 "stringValue": {
                   "value": "go"
diff --git a/exporter/collector/traces_test.go b/exporter/collector/traces_test.go
index 008d99528..a339b5a14 100644
--- a/exporter/collector/traces_test.go
+++ b/exporter/collector/traces_test.go
@@ -64,10 +64,10 @@ func TestGoogleCloudTraceExport(t *testing.T) {
 					},
 				},
 			},
-			expectedServiceKey: "g.co/gae/app/module",
+			expectedServiceKey: "service.name",
 		},
 		{
-			name: "With Empty Mapping",
+			name: "With Custom Mapping",
 			cfg: Config{
 				ProjectID: "idk",
 				TraceConfig: TraceConfig{
@@ -75,10 +75,15 @@ func TestGoogleCloudTraceExport(t *testing.T) {
 						Endpoint:    "127.0.0.1:8080",
 						UseInsecure: true,
 					},
-					AttributeMappings: []AttributeMapping{},
+					AttributeMappings: []AttributeMapping{
+						{
+							Key:         "service.name",
+							Replacement: "g.co/gae/app/module",
+						},
+					},
 				},
 			},
-			expectedServiceKey: "service.name",
+			expectedServiceKey: "g.co/gae/app/module",
 		},
 	}
 
diff --git a/exporter/trace/trace_proto.go b/exporter/trace/trace_proto.go
index 27e95e5b7..24e235a8d 100644
--- a/exporter/trace/trace_proto.go
+++ b/exporter/trace/trace_proto.go
@@ -61,9 +61,6 @@ const (
 	labelHTTPStatusCode = `/http/status_code`
 	labelHTTPPath       = `/http/path`
 	labelHTTPUserAgent  = `/http/user_agent`
-	// This is prefixed for google app engine, but translates to the service
-	// in the trace UI.
-	labelService = `g.co/gae/app/module`
 
 	instrumentationScopeNameAttribute    = "otel.scope.name"
 	instrumentationScopeVersionAttribute = "otel.scope.version"
@@ -306,8 +303,6 @@ func defaultAttributeMapping(k attribute.Key) attribute.Key {
 		return labelHTTPUserAgent
 	case statusCodeAttribute:
 		return labelHTTPStatusCode
-	case serviceAttribute:
-		return labelService
 	}
 	return k
 }