diff --git a/cmd/ftl/cmd_serve.go b/cmd/ftl/cmd_serve.go
index 001de80f35..fa2909094c 100644
--- a/cmd/ftl/cmd_serve.go
+++ b/cmd/ftl/cmd_serve.go
@@ -84,6 +84,10 @@ func (s *serveCmd) run(ctx context.Context, projConfig projectconfig.Config, ini
 		return errors.New(ftlRunningErrorMsg)
 	}
 
+	if err := observability.Init(ctx, "ftl-dev", ftl.Version, s.ObservabilityConfig); err != nil {
+		return fmt.Errorf("failed to initialize observability: %w", err)
+	}
+
 	logger.Infof("Starting FTL with %d controller(s)", s.Controllers)
 
 	// Bring up the DB and DAL.
diff --git a/internal/observability/metrics/attributes.go b/internal/observability/metrics/attributes.go
new file mode 100644
index 0000000000..b29a438335
--- /dev/null
+++ b/internal/observability/metrics/attributes.go
@@ -0,0 +1,20 @@
+package metrics
+
+import (
+	"github.com/TBD54566975/ftl/backend/schema"
+	"go.opentelemetry.io/otel/attribute"
+)
+
+// FeatureNameAttribute identifies the feature (e.g. verb) that the associated
+// metric originates from. The entire module qualified name is used:
+// e.g. {module.verb}
+func FeatureNameAttribute(ref schema.Ref) attribute.KeyValue {
+	return attribute.String("ftl.feature.name", ref.Name)
+}
+
+// DestinationVerbAttribute identifies the target verb associated metric. This
+// attribute is relevant for metrics involving verb invocations. The entire
+// module qualified name is used: e.g. {module.verb}
+func DestinationVerbAttribute(ref schema.Ref) attribute.KeyValue {
+	return attribute.String("ftl.dest.verb", ref.Name)
+}