diff --git a/packages/orchestrator/pkg/factories/run.go b/packages/orchestrator/pkg/factories/run.go
index ec32c3c464..afabe81cae 100644
--- a/packages/orchestrator/pkg/factories/run.go
+++ b/packages/orchestrator/pkg/factories/run.go
@@ -303,6 +303,7 @@ func run(config cfg.Config, opts Options) (success bool) {
 		version,
 		serviceInstanceID,
 		attribute.Key("host.labels").StringSlice(config.NodeLabels),
+		attribute.Key("service.roles").StringSlice(config.Services),
 	)
 	if err != nil {
 		logger.L().Fatal(ctx, "failed to init telemetry", zap.Error(err))