diff --git a/requirements-base.txt b/requirements-base.txt
index 519060224af0a7..ada1314342a29f 100644
--- a/requirements-base.txt
+++ b/requirements-base.txt
@@ -71,7 +71,7 @@ sentry-ophio>=1.1.3
 sentry-protos==0.2.0
 sentry-redis-tools>=0.5.0
 sentry-relay>=0.9.9
-sentry-sdk[http2]>=2.25.1
+sentry-sdk[http2]>=2.29.1
 slack-sdk>=3.27.2
 snuba-sdk>=3.0.43
 simplejson>=3.17.6
diff --git a/requirements-dev-frozen.txt b/requirements-dev-frozen.txt
index 8937819e48ee8f..8c3717f1db00cd 100644
--- a/requirements-dev-frozen.txt
+++ b/requirements-dev-frozen.txt
@@ -192,7 +192,7 @@ sentry-ophio==1.1.3
 sentry-protos==0.2.0
 sentry-redis-tools==0.5.0
 sentry-relay==0.9.9
-sentry-sdk==2.27.0
+sentry-sdk==2.29.1
 sentry-usage-accountant==0.0.10
 simplejson==3.17.6
 six==1.16.0
diff --git a/requirements-frozen.txt b/requirements-frozen.txt
index 6e832e6bb52037..f65bff9ef387d4 100644
--- a/requirements-frozen.txt
+++ b/requirements-frozen.txt
@@ -130,7 +130,7 @@ sentry-ophio==1.1.3
 sentry-protos==0.2.0
 sentry-redis-tools==0.5.0
 sentry-relay==0.9.9
-sentry-sdk==2.27.0
+sentry-sdk==2.29.1
 sentry-usage-accountant==0.0.10
 simplejson==3.17.6
 six==1.16.0
diff --git a/src/sentry/api/bases/organization.py b/src/sentry/api/bases/organization.py
index 4edbe487329e3b..0b891cabb7a95f 100644
--- a/src/sentry/api/bases/organization.py
+++ b/src/sentry/api/bases/organization.py
@@ -37,7 +37,7 @@
 from sentry.utils import auth
 from sentry.utils.hashlib import hash_values
 from sentry.utils.numbers import format_grouped_length
-from sentry.utils.sdk import bind_organization_context, set_measurement
+from sentry.utils.sdk import bind_organization_context, set_span_data
 
 
 class NoProjects(Exception):
@@ -566,7 +566,7 @@ def get_filter_params(
         len_projects = len(projects)
         sentry_sdk.set_tag("query.num_projects", len_projects)
         sentry_sdk.set_tag("query.num_projects.grouped", format_grouped_length(len_projects))
-        set_measurement("query.num_projects", len_projects)
+        set_span_data("query.num_projects", len_projects)
 
         params: FilterParams = {
             "start": start,
diff --git a/src/sentry/api/endpoints/organization_event_details.py b/src/sentry/api/endpoints/organization_event_details.py
index f9045e09c68da1..456c64ddf52a3a 100644
--- a/src/sentry/api/endpoints/organization_event_details.py
+++ b/src/sentry/api/endpoints/organization_event_details.py
@@ -2,7 +2,6 @@
 from datetime import datetime, timedelta
 from typing import Any
 
-import sentry_sdk
 from rest_framework.request import Request
 from rest_framework.response import Response
 from snuba_sdk import Column, Condition, Function, Op
@@ -23,6 +22,7 @@
 from sentry.snuba.dataset import Dataset
 from sentry.snuba.query_sources import QuerySource
 from sentry.snuba.referrer import Referrer
+from sentry.utils.sdk import set_span_data
 
 VALID_AVERAGE_COLUMNS = {"span.self_time", "span.duration"}
 
@@ -39,7 +39,7 @@ def add_comparison_to_event(event, average_columns, request: Request):
             group_to_span_map[group].append(span)
 
     # Nothing to add comparisons to
-    sentry_sdk.set_measurement("query.groups", len(group_to_span_map))
+    set_span_data("query.groups", len(group_to_span_map))
     if len(group_to_span_map) == 0:
         return
 
@@ -77,7 +77,7 @@ def add_comparison_to_event(event, average_columns, request: Request):
                 ),
             )
         )
-        sentry_sdk.set_measurement("query.groups_found", len(result["data"]))
+        set_span_data("query.groups_found", len(result["data"]))
         for row in result["data"]:
             group = row["span.group"]
             for span in group_to_span_map[group]:
diff --git a/src/sentry/api/endpoints/organization_events_trace.py b/src/sentry/api/endpoints/organization_events_trace.py
index 7935b46bffe737..4b2b30f471899f 100644
--- a/src/sentry/api/endpoints/organization_events_trace.py
+++ b/src/sentry/api/endpoints/organization_events_trace.py
@@ -36,7 +36,7 @@
 from sentry.snuba.referrer import Referrer
 from sentry.utils.iterators import chunked
 from sentry.utils.numbers import base32_encode, format_grouped_length
-from sentry.utils.sdk import set_measurement
+from sentry.utils.sdk import set_span_data
 from sentry.utils.snuba import bulk_snuba_queries
 from sentry.utils.validators import INVALID_ID_DETAILS, is_event_id, is_span_id
 
@@ -761,7 +761,7 @@ def build_span_query(trace_id: str, spans_params: SnubaParams, query_spans: list
     # Performance improvement, snuba's parser is extremely slow when we're sending thousands of
     # span_ids here, using a `splitByChar` means that snuba will not parse the giant list of spans
     span_minimum = options.get("performance.traces.span_query_minimum_spans")
-    sentry_sdk.set_measurement("trace_view.spans.span_minimum", span_minimum)
+    set_span_data("trace_view.spans.span_minimum", span_minimum)
     sentry_sdk.set_tag("trace_view.split_by_char.optimization", len(query_spans) > span_minimum)
     if len(query_spans) > span_minimum:
         # TODO: because we're not doing an IN on a list of literals, snuba will not optimize the query with the HexInt
@@ -813,14 +813,14 @@ def augment_transactions_with_spans(
             projects.add(error["project.id"])
         ts_params = find_timestamp_params(transactions)
         time_buffer = options.get("performance.traces.span_query_timebuffer_hours")
-        sentry_sdk.set_measurement("trace_view.spans.time_buffer", time_buffer)
+        set_span_data("trace_view.spans.time_buffer", time_buffer)
         if ts_params["min"]:
             params.start = ts_params["min"] - timedelta(hours=time_buffer)
         if ts_params["max"]:
             params.end = ts_params["max"] + timedelta(hours=time_buffer)
 
         if ts_params["max"] and ts_params["min"]:
-            sentry_sdk.set_measurement(
+            set_span_data(
                 "trace_view.trace_duration", (ts_params["max"] - ts_params["min"]).total_seconds()
             )
             sentry_sdk.set_tag("trace_view.missing_timestamp_constraints", False)
@@ -899,7 +899,7 @@ def augment_transactions_with_spans(
             total_chunks = 3
         else:
             total_chunks = 4
-        sentry_sdk.set_measurement("trace_view.span_query.total_chunks", total_chunks)
+        set_span_data("trace_view.span_query.total_chunks", total_chunks)
         chunks = chunked(list_spans, (len(list_spans) // total_chunks) + 1)
         queries = [build_span_query(trace_id, spans_params, chunk) for chunk in chunks]
         results = bulk_snuba_queries(
@@ -1046,7 +1046,8 @@ def record_analytics(
             sentry_sdk.set_tag(
                 "trace_view.transactions.grouped", format_grouped_length(len_transactions)
             )
-            set_measurement("trace_view.transactions", len_transactions)
+            set_span_data("trace_view.transactions", len_transactions)
+
             projects: set[int] = set()
             for transaction in transactions:
                 projects.add(transaction["project.id"])
@@ -1054,7 +1055,7 @@ def record_analytics(
             len_projects = len(projects)
             sentry_sdk.set_tag("trace_view.projects", len_projects)
             sentry_sdk.set_tag("trace_view.projects.grouped", format_grouped_length(len_projects))
-            set_measurement("trace_view.projects", len_projects)
+            set_span_data("trace_view.projects", len_projects)
 
     def get(self, request: Request, organization: Organization, trace_id: str) -> HttpResponse:
         if not self.has_feature(organization, request):
diff --git a/src/sentry/api/endpoints/organization_profiling_functions.py b/src/sentry/api/endpoints/organization_profiling_functions.py
index 790c4595e4a915..e6a0659f991041 100644
--- a/src/sentry/api/endpoints/organization_profiling_functions.py
+++ b/src/sentry/api/endpoints/organization_profiling_functions.py
@@ -24,7 +24,7 @@
 from sentry.snuba.dataset import Dataset
 from sentry.snuba.referrer import Referrer
 from sentry.utils.dates import parse_stats_period, validate_interval
-from sentry.utils.sdk import set_measurement
+from sentry.utils.sdk import set_span_data
 from sentry.utils.snuba import bulk_snuba_queries
 
 TOP_FUNCTIONS_LIMIT = 50
@@ -202,7 +202,7 @@ def get_trends_data(stats_data) -> list[BreakpointData]:
         trending_functions = get_trends_data(stats_data)
 
         all_trending_functions_count = len(trending_functions)
-        set_measurement("profiling.top_functions", all_trending_functions_count)
+        set_span_data("profiling.top_functions", all_trending_functions_count)
 
         # Profiling functions have a resolution of ~10ms. To increase the confidence
         # of the results, the caller can specify a min threshold for the trend difference.
@@ -215,9 +215,7 @@ def get_trends_data(stats_data) -> list[BreakpointData]:
             ]
 
         filtered_trending_functions_count = all_trending_functions_count - len(trending_functions)
-        set_measurement(
-            "profiling.top_functions.below_threshold", filtered_trending_functions_count
-        )
+        set_span_data("profiling.top_functions.below_threshold", filtered_trending_functions_count)
 
         # Make sure to sort the results so that it's in order of largest change
         # to smallest change (ASC/DESC depends on the trend type)
diff --git a/src/sentry/api/endpoints/organization_tags.py b/src/sentry/api/endpoints/organization_tags.py
index df040ecf4a2c19..4fd7c20c293840 100644
--- a/src/sentry/api/endpoints/organization_tags.py
+++ b/src/sentry/api/endpoints/organization_tags.py
@@ -15,7 +15,7 @@
 from sentry.api.utils import clamp_date_range, handle_query_errors
 from sentry.snuba.dataset import Dataset
 from sentry.utils.numbers import format_grouped_length
-from sentry.utils.sdk import set_measurement
+from sentry.utils.sdk import set_span_data
 
 
 @region_silo_endpoint
@@ -83,6 +83,6 @@ def get(self, request: Request, organization) -> Response:
                     format_grouped_length(len(results), [1, 10, 50, 100]),
                 )
                 sentry_sdk.set_tag("dataset_queried", dataset.value)
-                set_measurement("custom_tags.count", len(results))
+                set_span_data("custom_tags.count", len(results))
 
         return Response(serialize(results, request.user))
diff --git a/src/sentry/api/endpoints/organization_traces.py b/src/sentry/api/endpoints/organization_traces.py
index 76e4e8dd2bc2ad..3acc5e84504fd1 100644
--- a/src/sentry/api/endpoints/organization_traces.py
+++ b/src/sentry/api/endpoints/organization_traces.py
@@ -49,7 +49,7 @@
 from sentry.snuba.dataset import Dataset
 from sentry.snuba.referrer import Referrer
 from sentry.utils.numbers import clip
-from sentry.utils.sdk import set_measurement
+from sentry.utils.sdk import set_span_data
 from sentry.utils.snuba import bulk_snuba_queries_with_referrers
 from sentry.utils.snuba_rpc import get_traces_rpc
 
@@ -1417,7 +1417,7 @@ def process_user_queries(
             where, _ = resolve_conditions(user_query)
             queries[user_query] = where
 
-    set_measurement("user_queries_count", len(queries))
+    set_span_data("user_queries_count", len(queries))
     sentry_sdk.set_context("user_queries", {"raw_queries": user_queries})
 
     return queries
@@ -1452,7 +1452,7 @@ def process_rpc_user_queries(
         if where is not None:
             queries[user_query] = where
 
-    set_measurement("user_queries_count", len(queries))
+    set_span_data("user_queries_count", len(queries))
     sentry_sdk.set_context("user_queries", {"raw_queries": user_queries})
 
     return queries
diff --git a/src/sentry/api/utils.py b/src/sentry/api/utils.py
index f58aa1498e2a1e..c87ed5d8a0e808 100644
--- a/src/sentry/api/utils.py
+++ b/src/sentry/api/utils.py
@@ -44,7 +44,7 @@
 from sentry.silo.base import SiloMode
 from sentry.types.region import get_local_region
 from sentry.utils.dates import parse_stats_period
-from sentry.utils.sdk import capture_exception, merge_context_into_scope
+from sentry.utils.sdk import capture_exception, merge_context_into_scope, set_span_data
 from sentry.utils.snuba import (
     DatasetSelectionError,
     QueryConnectionFailed,
@@ -454,7 +454,7 @@ def update_snuba_params_with_timestamp(
         # While possible, the majority of traces shouldn't take more than a week
         # Starting with 3d for now, but potentially something we can increase if this becomes a problem
         time_buffer = options.get("performance.traces.transaction_query_timebuffer_days")
-        sentry_sdk.set_measurement("trace_view.transactions.time_buffer", time_buffer)
+        set_span_data("trace_view.transactions.time_buffer", time_buffer)
         example_start = example_timestamp - timedelta(days=time_buffer)
         example_end = example_timestamp + timedelta(days=time_buffer)
         # If timestamp is being passed it should always overwrite the statsperiod or start & end
diff --git a/src/sentry/event_manager.py b/src/sentry/event_manager.py
index efc24684732325..957ed8b6636913 100644
--- a/src/sentry/event_manager.py
+++ b/src/sentry/event_manager.py
@@ -137,7 +137,7 @@
 from sentry.utils.performance_issues.performance_detection import detect_performance_problems
 from sentry.utils.performance_issues.performance_problem import PerformanceProblem
 from sentry.utils.safe import get_path, safe_execute, setdefault_path, trim
-from sentry.utils.sdk import set_measurement
+from sentry.utils.sdk import set_span_data
 from sentry.utils.tag_normalization import normalized_sdk_tag_from_event
 
 from .utils.event_tracker import TransactionStageStatus, track_sampled_event
@@ -2587,9 +2587,8 @@ def save_transaction_events(
                 )
             except KeyError:
                 continue
-
-    set_measurement(measurement_name="jobs", value=len(jobs))
-    set_measurement(measurement_name="projects", value=len(projects))
+    set_span_data("jobs", len(jobs))
+    set_span_data("projects", len(projects))
 
     # NOTE: Keep this list synchronized with sentry/spans/consumers/process_segments/message.py
 
diff --git a/src/sentry/ingest/transaction_clusterer/rules.py b/src/sentry/ingest/transaction_clusterer/rules.py
index ee3612079a952c..901694971dd7da 100644
--- a/src/sentry/ingest/transaction_clusterer/rules.py
+++ b/src/sentry/ingest/transaction_clusterer/rules.py
@@ -9,6 +9,7 @@
 from sentry.ingest.transaction_clusterer.rule_validator import RuleValidator
 from sentry.models.project import Project
 from sentry.utils import metrics
+from sentry.utils.sdk import set_span_data
 
 from .base import ReplacementRule
 
@@ -145,7 +146,7 @@ def _trim_rules(self, rules: RuleSet) -> RuleSet:
         sorted_rules = [rule for rule in sorted_rules if rule[1] >= last_seen_deadline]
 
         if self.MERGE_MAX_RULES < len(rules):
-            sentry_sdk.set_measurement("discarded_rules", len(rules) - self.MERGE_MAX_RULES)
+            set_span_data("discarded_rules", len(rules) - self.MERGE_MAX_RULES)
             sentry_sdk.Scope.get_isolation_scope().set_context(
                 "clustering_rules_max",
                 {
diff --git a/src/sentry/models/release.py b/src/sentry/models/release.py
index f6e32329b9135f..342f3a75d3f27f 100644
--- a/src/sentry/models/release.py
+++ b/src/sentry/models/release.py
@@ -45,6 +45,7 @@
 from sentry.utils.db import atomic_transaction
 from sentry.utils.hashlib import hash_values, md5_text
 from sentry.utils.numbers import validate_bigint
+from sentry.utils.sdk import set_span_data
 
 logger = logging.getLogger(__name__)
 
@@ -644,7 +645,8 @@ def set_commits(self, commit_list):
         This will clear any existing commit log and replace it with the given
         commits.
         """
-        sentry_sdk.set_measurement("release.set_commits", len(commit_list))
+        set_span_data("release.set_commits", len(commit_list))
+
         from sentry.models.releases.set_commits import set_commits
 
         set_commits(self, commit_list)
diff --git a/src/sentry/profiles/task.py b/src/sentry/profiles/task.py
index bb62ca665743ea..63f0e3903195f4 100644
--- a/src/sentry/profiles/task.py
+++ b/src/sentry/profiles/task.py
@@ -53,7 +53,7 @@
 from sentry.utils.kafka_config import get_kafka_producer_cluster_options, get_topic_definition
 from sentry.utils.locking import UnableToAcquireLock
 from sentry.utils.outcomes import Outcome, track_outcome
-from sentry.utils.sdk import set_measurement
+from sentry.utils.sdk import set_span_data
 
 REVERSE_DEVICE_CLASS = {next(iter(tags)): label for label, tags in DEVICE_CLASS.items()}
 
@@ -223,10 +223,9 @@ def process_profile_task(
     if "version" in profile:
         version = profile["version"]
         sentry_sdk.set_tag("format", f"sample_v{version}")
-
-        set_measurement("profile.samples", len(profile["profile"]["samples"]))
-        set_measurement("profile.stacks", len(profile["profile"]["stacks"]))
-        set_measurement("profile.frames", len(profile["profile"]["frames"]))
+        set_span_data("profile.samples", len(profile["profile"]["samples"]))
+        set_span_data("profile.stacks", len(profile["profile"]["stacks"]))
+        set_span_data("profile.frames", len(profile["profile"]["frames"]))
     elif "profiler_id" in profile and profile["platform"] == "android":
         sentry_sdk.set_tag("format", "android_chunk")
     else:
@@ -252,9 +251,9 @@ def process_profile_task(
     _set_frames_platform(profile)
 
     if "version" in profile:
-        set_measurement("profile.samples.processed", len(profile["profile"]["samples"]))
-        set_measurement("profile.stacks.processed", len(profile["profile"]["stacks"]))
-        set_measurement("profile.frames.processed", len(profile["profile"]["frames"]))
+        set_span_data("profile.samples.processed", len(profile["profile"]["samples"]))
+        set_span_data("profile.stacks.processed", len(profile["profile"]["stacks"]))
+        set_span_data("profile.frames.processed", len(profile["profile"]["frames"]))
 
     if options.get("profiling.stack_trace_rules.enabled"):
         try:
@@ -372,8 +371,7 @@ def _symbolicate_profile(profile: Profile, project: Project) -> bool:
                 raw_modules, raw_stacktraces, frames_sent = _prepare_frames_from_profile(
                     profile, platform
                 )
-
-                set_measurement(
+                set_span_data(
                     f"profile.frames.sent.{platform}",
                     len(frames_sent),
                 )
diff --git a/src/sentry/profiles/utils.py b/src/sentry/profiles/utils.py
index 5e30d7568e8e38..0287f9453e4592 100644
--- a/src/sentry/profiles/utils.py
+++ b/src/sentry/profiles/utils.py
@@ -15,7 +15,7 @@
 from sentry.grouping.enhancer import Enhancements, keep_profiling_rules
 from sentry.net.http import connection_from_url
 from sentry.utils import json, metrics
-from sentry.utils.sdk import set_measurement
+from sentry.utils.sdk import set_span_data
 
 Profile = MutableMapping[str, Any]
 CallTrees = Mapping[str, list[Any]]
@@ -113,8 +113,7 @@ def get_from_profiling_service(
         )
         with sentry_sdk.start_span(op="json.dumps"):
             data = json.dumps(json_data).encode("utf-8")
-
-        set_measurement("payload.size", len(data), unit="byte")
+        set_span_data("payload.size", len(data))
         if metric:
             metric_name, metric_tags = metric
             metrics.distribution(metric_name, len(data), tags=metric_tags)
diff --git a/src/sentry/search/events/fields.py b/src/sentry/search/events/fields.py
index 4ff424046c7c38..2467bc20fddafb 100644
--- a/src/sentry/search/events/fields.py
+++ b/src/sentry/search/events/fields.py
@@ -47,7 +47,7 @@
 from sentry.search.events.types import NormalizedArg, ParamsType
 from sentry.search.utils import InvalidQuery, parse_duration
 from sentry.utils.numbers import format_grouped_length
-from sentry.utils.sdk import set_measurement
+from sentry.utils.sdk import set_span_data
 from sentry.utils.snuba import (
     SESSIONS_SNUBA_MAP,
     get_json_type,
@@ -135,7 +135,7 @@ def project_threshold_config_expression(
         "project_threshold.count.grouped",
         format_grouped_length(num_project_thresholds, [10, 100, 250, 500]),
     )
-    set_measurement("project_threshold.count", num_project_thresholds)
+    set_span_data("project_threshold.count", num_project_thresholds)
 
     num_transaction_thresholds = transaction_threshold_configs.count()
     sentry_sdk.set_tag("txn_threshold.count", num_transaction_thresholds)
@@ -143,7 +143,7 @@ def project_threshold_config_expression(
         "txn_threshold.count.grouped",
         format_grouped_length(num_transaction_thresholds, [10, 100, 250, 500]),
     )
-    set_measurement("txn_threshold.count", num_transaction_thresholds)
+    set_span_data("txn_threshold.count", num_transaction_thresholds)
 
     if num_project_thresholds + num_transaction_thresholds == 0:
         return ["tuple", [f"'{DEFAULT_PROJECT_THRESHOLD_METRIC}'", DEFAULT_PROJECT_THRESHOLD]]
@@ -283,7 +283,7 @@ def team_key_transaction_expression(organization_id, team_ids, project_ids):
     sentry_sdk.set_tag(
         "team_key_txns.count.grouped", format_grouped_length(count, [10, 100, 250, 500])
     )
-    set_measurement("team_key_txns.count", count)
+    set_span_data("team_key_txns.count", count)
 
     # There are no team key transactions marked, so hard code false into the query.
     if count == 0:
diff --git a/src/sentry/sentry_metrics/consumers/indexer/processing.py b/src/sentry/sentry_metrics/consumers/indexer/processing.py
index 4a72736ff4886e..43b04ad8a5cb25 100644
--- a/src/sentry/sentry_metrics/consumers/indexer/processing.py
+++ b/src/sentry/sentry_metrics/consumers/indexer/processing.py
@@ -23,7 +23,8 @@
 from sentry.sentry_metrics.indexer.base import StringIndexer
 from sentry.sentry_metrics.indexer.mock import MockIndexer
 from sentry.sentry_metrics.indexer.postgres.postgres_v2 import PostgresIndexer
-from sentry.utils import metrics, sdk
+from sentry.utils import metrics
+from sentry.utils.sdk import set_span_data
 
 logger = logging.getLogger(__name__)
 
@@ -123,12 +124,11 @@ def _process_messages_impl(
             tags_validator=self.__get_tags_validator(),
             schema_validator=self.__get_schema_validator(),
         )
-
-        sdk.set_measurement("indexer_batch.payloads.len", len(batch.parsed_payloads_by_meta))
+        set_span_data("indexer_batch.payloads.len", len(batch.parsed_payloads_by_meta))
 
         extracted_strings = batch.extract_strings()
 
-        sdk.set_measurement("org_strings.len", len(extracted_strings))
+        set_span_data("org_strings.len", len(extracted_strings))
 
         with metrics.timer("metrics_consumer.bulk_record"), sentry_sdk.start_span(op="bulk_record"):
             record_result = self._indexer.bulk_record(extracted_strings)
@@ -138,6 +138,6 @@ def _process_messages_impl(
 
         results = batch.reconstruct_messages(mapping, bulk_record_meta)
 
-        sdk.set_measurement("new_messages.len", len(results.data))
+        set_span_data("new_messages.len", len(results.data))
 
         return results
diff --git a/src/sentry/snuba/rpc_dataset_common.py b/src/sentry/snuba/rpc_dataset_common.py
index a0f72f1df24ea7..7251afae6dcc8c 100644
--- a/src/sentry/snuba/rpc_dataset_common.py
+++ b/src/sentry/snuba/rpc_dataset_common.py
@@ -31,6 +31,7 @@
 from sentry.search.events.fields import get_function_alias
 from sentry.search.events.types import SAMPLING_MODES, EventsMeta, SnubaData, SnubaParams
 from sentry.utils import json, snuba_rpc
+from sentry.utils.sdk import set_span_data
 from sentry.utils.snuba import process_value
 
 logger = logging.getLogger("sentry.snuba.spans_rpc")
@@ -313,9 +314,7 @@ def process_table_response(
             assert len(column_value.results) == len(column_value.reliabilities), Exception(
                 "Length of rpc results do not match length of rpc reliabilities"
             )
-        sentry_sdk.set_measurement(
-            f"SearchResolver.result_size.{attribute}", len(column_value.results)
-        )
+        set_span_data(f"SearchResolver.result_size.{attribute}", len(column_value.results))
 
         while len(final_data) < len(column_value.results):
             final_data.append({})
@@ -333,7 +332,7 @@ def process_table_response(
                 final_confidence[index][attribute] = CONFIDENCES.get(
                     column_value.reliabilities[index], None
                 )
-    sentry_sdk.set_measurement("SearchResolver.result_size.final_data", len(final_data))
+    set_span_data("SearchResolver.result_size.final_data", len(final_data))
 
     if debug:
         final_meta["query"] = json.loads(MessageToJson(table_request.rpc_request))
diff --git a/src/sentry/utils/pagination_factory.py b/src/sentry/utils/pagination_factory.py
index 0fcf2839e7b599..7c59c0a96546bf 100644
--- a/src/sentry/utils/pagination_factory.py
+++ b/src/sentry/utils/pagination_factory.py
@@ -67,9 +67,6 @@ def get_paginator(
 
 
 def annotate_span_with_pagination_args(span: Span, per_page: int) -> None:
-    from sentry.utils.sdk import set_measurement
-
     span.set_data("Limit", per_page)
-    set_measurement("query.per_page", per_page)
     sentry_sdk.set_tag("query.per_page", per_page)
     sentry_sdk.set_tag("query.per_page.grouped", format_grouped_length(per_page, [1, 10, 50, 100]))
diff --git a/src/sentry/utils/sdk.py b/src/sentry/utils/sdk.py
index 278cffd88af1f9..5078ab47237053 100644
--- a/src/sentry/utils/sdk.py
+++ b/src/sentry/utils/sdk.py
@@ -704,6 +704,12 @@ def set_measurement(measurement_name, value, unit=None):
         pass
 
 
+def set_span_data(data_name, value):
+    span = sentry_sdk.get_current_span()
+    if span is not None:
+        span.set_data(data_name, value)
+
+
 def merge_context_into_scope(
     context_name: str, context_data: Mapping[str, Any], scope: Scope
 ) -> None:
diff --git a/src/sentry/utils/snuba.py b/src/sentry/utils/snuba.py
index db2600c4649619..d112d1e3902668 100644
--- a/src/sentry/utils/snuba.py
+++ b/src/sentry/utils/snuba.py
@@ -1208,7 +1208,7 @@ def _bulk_snuba_query(snuba_requests: Sequence[SnubaRequest]) -> ResultSet:
             allocation_policy_prefix = "allocation_policy."
             bytes_scanned = body.get("profile", {}).get("progress_bytes", None)
             if bytes_scanned is not None:
-                span.set_measurement(f"{allocation_policy_prefix}.bytes_scanned", bytes_scanned)
+                span.set_data(f"{allocation_policy_prefix}.bytes_scanned", bytes_scanned)
             if _is_rejected_query(body):
                 quota_allowance_summary = body["quota_allowance"]["summary"]
                 for k, v in quota_allowance_summary.items():