diff --git a/CHANGELOG.md b/CHANGELOG.md
index 6d6d86a91e..13b7444ebe 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -13,6 +13,7 @@ We use _breaking :warning:_ to mark changes that are not backward compatible (re
 ## Unreleased
 
 ### Added
+- [#3977](https://github.com/thanos-io/thanos/pull/3903) Expose exemplars for `http_request_duration_seconds` histogram if tracing is enabled.
 - [#3903](https://github.com/thanos-io/thanos/pull/3903) Store: Returning custom grpc code when reaching series/chunk limits.
 - [3919](https://github.com/thanos-io/thanos/pull/3919) Allow to disable automatically setting CORS headers using `--web.disable-cors` flag in each component that exposes an API.
 
diff --git a/cmd/thanos/query_frontend.go b/cmd/thanos/query_frontend.go
index 68374b4500..8c11146c80 100644
--- a/cmd/thanos/query_frontend.go
+++ b/cmd/thanos/query_frontend.go
@@ -229,14 +229,14 @@ func runQueryFrontend(
 				if !cfg.webDisableCORS {
 					api.SetCORS(w)
 				}
-				ins.NewHandler(
+				tracing.HTTPMiddleware(
+					tracer,
 					name,
-					logMiddleware.HTTPMiddleware(
+					logger,
+					ins.NewHandler(
 						name,
-						tracing.HTTPMiddleware(
-							tracer,
+						logMiddleware.HTTPMiddleware(
 							name,
-							logger,
 							gziphandler.GzipHandler(middleware.RequestID(f)),
 						),
 					),
diff --git a/go.mod b/go.mod
index f4a67d28fe..e4b866d860 100644
--- a/go.mod
+++ b/go.mod
@@ -46,7 +46,7 @@ require (
 	github.com/pkg/errors v0.9.1
 	github.com/pmezard/go-difflib v1.0.0
 	github.com/prometheus/alertmanager v0.21.1-0.20210310093010-0f9cab6991e6
-	github.com/prometheus/client_golang v1.9.0
+	github.com/prometheus/client_golang v1.10.0
 	github.com/prometheus/client_model v0.2.0
 	github.com/prometheus/common v0.18.0
 	github.com/prometheus/prometheus v1.8.2-0.20210315220929-1cba1741828b
diff --git a/go.sum b/go.sum
index 490cda85e3..c7e3495567 100644
--- a/go.sum
+++ b/go.sum
@@ -1048,8 +1048,9 @@ github.com/prometheus/client_golang v1.5.1/go.mod h1:e9GMxYsXl05ICDXkRhurwBS4Q3O
 github.com/prometheus/client_golang v1.6.0/go.mod h1:ZLOG9ck3JLRdB5MgO8f+lLTe83AXG6ro35rLTxvnIl4=
 github.com/prometheus/client_golang v1.7.1/go.mod h1:PY5Wy2awLA44sXw4AOSfFBetzPP4j5+D6mVACh+pe2M=
 github.com/prometheus/client_golang v1.8.0/go.mod h1:O9VU6huf47PktckDQfMTX0Y8tY0/7TSWwj+ITvv0TnM=
-github.com/prometheus/client_golang v1.9.0 h1:Rrch9mh17XcxvEu9D9DEpb4isxjGBtcevQjKvxPRQIU=
 github.com/prometheus/client_golang v1.9.0/go.mod h1:FqZLKOZnGdFAhOK4nqGHa7D66IdsO+O441Eve7ptJDU=
+github.com/prometheus/client_golang v1.10.0 h1:/o0BDeWzLWXNZ+4q5gXltUvaMpJqckTa+jTNoB+z4cg=
+github.com/prometheus/client_golang v1.10.0/go.mod h1:WJM3cc3yu7XKBKa/I8WeZm+V3eltZnBwfENSU7mdogU=
 github.com/prometheus/client_model v0.0.0-20170216185247-6f3806018612/go.mod h1:MbSGuTsp3dbXC40dX6PRTWyKYBIrTGTE9sqQNg2J8bo=
 github.com/prometheus/client_model v0.0.0-20180712105110-5c3871d89910/go.mod h1:MbSGuTsp3dbXC40dX6PRTWyKYBIrTGTE9sqQNg2J8bo=
 github.com/prometheus/client_model v0.0.0-20190115171406-56726106282f/go.mod h1:MbSGuTsp3dbXC40dX6PRTWyKYBIrTGTE9sqQNg2J8bo=
@@ -1092,8 +1093,9 @@ github.com/prometheus/procfs v0.0.6/go.mod h1:7Qr8sr6344vo1JqZ6HhLceV9o3AJ1Ff+Gx
 github.com/prometheus/procfs v0.0.8/go.mod h1:7Qr8sr6344vo1JqZ6HhLceV9o3AJ1Ff+GxbHq6oeK9A=
 github.com/prometheus/procfs v0.0.11/go.mod h1:lV6e/gmhEcM9IjHGsFOCxxuZ+z1YqCvr4OA4YeYWdaU=
 github.com/prometheus/procfs v0.1.3/go.mod h1:lV6e/gmhEcM9IjHGsFOCxxuZ+z1YqCvr4OA4YeYWdaU=
-github.com/prometheus/procfs v0.2.0 h1:wH4vA7pcjKuZzjF7lM8awk4fnuJO6idemZXoKnULUx4=
 github.com/prometheus/procfs v0.2.0/go.mod h1:lV6e/gmhEcM9IjHGsFOCxxuZ+z1YqCvr4OA4YeYWdaU=
+github.com/prometheus/procfs v0.6.0 h1:mxy4L2jP6qMonqmq+aTtOx1ifVWUgG/TAmntgbh3xv4=
+github.com/prometheus/procfs v0.6.0/go.mod h1:cz+aTbrPOrUb4q7XlbU9ygM+/jj0fzG6c1xBZuNvfVA=
 github.com/prometheus/prometheus v1.8.2-0.20210315220929-1cba1741828b h1:TTOvmIV3W6IUIj3pYFs9gfCgueHlriLStMGBsnNdEX4=
 github.com/prometheus/prometheus v1.8.2-0.20210315220929-1cba1741828b/go.mod h1:MS/bpdil77lPbfQeKk6OqVQ9OLnpN3Rszd0hka0EOWE=
 github.com/prometheus/tsdb v0.7.1/go.mod h1:qhTCs0VvXwvX/y3TZrWD7rabWM+ijKTux40TwIPHuXU=
@@ -1554,8 +1556,9 @@ golang.org/x/sys v0.0.0-20201201145000-ef89a241ccb3/go.mod h1:h1NjWce9XRLGQEsW7w
 golang.org/x/sys v0.0.0-20201214210602-f9fddec55a1e/go.mod h1:h1NjWce9XRLGQEsW7wpKNCjG9DtNlClVuFLEZdDNbEs=
 golang.org/x/sys v0.0.0-20210104204734-6f8348627aad/go.mod h1:h1NjWce9XRLGQEsW7wpKNCjG9DtNlClVuFLEZdDNbEs=
 golang.org/x/sys v0.0.0-20210119212857-b64e53b001e4/go.mod h1:h1NjWce9XRLGQEsW7wpKNCjG9DtNlClVuFLEZdDNbEs=
-golang.org/x/sys v0.0.0-20210124154548-22da62e12c0c h1:VwygUrnw9jn88c4u8GD3rZQbqrP/tgas88tPUbBxQrk=
 golang.org/x/sys v0.0.0-20210124154548-22da62e12c0c/go.mod h1:h1NjWce9XRLGQEsW7wpKNCjG9DtNlClVuFLEZdDNbEs=
+golang.org/x/sys v0.0.0-20210309074719-68d13333faf2 h1:46ULzRKLh1CwgRq2dC5SlBzEqqNCi8rreOZnNrbqcIY=
+golang.org/x/sys v0.0.0-20210309074719-68d13333faf2/go.mod h1:h1NjWce9XRLGQEsW7wpKNCjG9DtNlClVuFLEZdDNbEs=
 golang.org/x/term v0.0.0-20201117132131-f5c789dd3221/go.mod h1:Nr5EML6q2oocZ2LXRh80K7BxOlk5/8JxuGnuhpl+muw=
 golang.org/x/term v0.0.0-20201126162022-7de9c90e9dd1 h1:v+OssWQX+hTHEmOBgwxdZxK4zHq3yOs8F9J7mk0PY8E=
 golang.org/x/term v0.0.0-20201126162022-7de9c90e9dd1/go.mod h1:bj7SfCRtBDWHUb9snDiAeCFNEtKQo2Wmx5Cou7ajbmo=
diff --git a/pkg/api/api.go b/pkg/api/api.go
index 1a39b71b2e..600eef31f2 100644
--- a/pkg/api/api.go
+++ b/pkg/api/api.go
@@ -216,7 +216,16 @@ func GetInstr(
 				w.WriteHeader(http.StatusNoContent)
 			}
 		})
-		return ins.NewHandler(name, logMiddleware.HTTPMiddleware(name, tracing.HTTPMiddleware(tracer, name, logger, gziphandler.GzipHandler(middleware.RequestID(hf)))))
+
+		return tracing.HTTPMiddleware(tracer, name, logger,
+			ins.NewHandler(name,
+				logMiddleware.HTTPMiddleware(name,
+					gziphandler.GzipHandler(
+						middleware.RequestID(hf),
+					),
+				),
+			),
+		)
 	}
 	return instr
 }
diff --git a/pkg/extprom/http/instrument_server.go b/pkg/extprom/http/instrument_server.go
index df7217adfc..e35f6a9875 100644
--- a/pkg/extprom/http/instrument_server.go
+++ b/pkg/extprom/http/instrument_server.go
@@ -4,11 +4,16 @@
 package http
 
 import (
+	"fmt"
 	"net/http"
+	"strings"
+	"time"
 
+	"github.com/opentracing/opentracing-go"
 	"github.com/prometheus/client_golang/prometheus"
 	"github.com/prometheus/client_golang/prometheus/promauto"
 	"github.com/prometheus/client_golang/prometheus/promhttp"
+	"github.com/uber/jaeger-client-go"
 )
 
 // InstrumentationMiddleware holds necessary metrics to instrument an http.Server
@@ -21,9 +26,9 @@ type InstrumentationMiddleware interface {
 type nopInstrumentationMiddleware struct{}
 
 func (ins nopInstrumentationMiddleware) NewHandler(handlerName string, handler http.Handler) http.HandlerFunc {
-	return http.HandlerFunc(func(w http.ResponseWriter, r *http.Request) {
+	return func(w http.ResponseWriter, r *http.Request) {
 		handler.ServeHTTP(w, r)
-	})
+	}
 }
 
 // NewNopInstrumentationMiddleware provides a InstrumentationMiddleware which does nothing.
@@ -90,17 +95,72 @@ func NewInstrumentationMiddleware(reg prometheus.Registerer, buckets []float64)
 // value. http_requests_total is a metric vector partitioned by HTTP method
 // (label name "method") and HTTP status code (label name "code").
 func (ins *defaultInstrumentationMiddleware) NewHandler(handlerName string, handler http.Handler) http.HandlerFunc {
-	return promhttp.InstrumentHandlerDuration(
-		ins.requestDuration.MustCurryWith(prometheus.Labels{"handler": handlerName}),
-		promhttp.InstrumentHandlerRequestSize(
-			ins.requestSize.MustCurryWith(prometheus.Labels{"handler": handlerName}),
-			promhttp.InstrumentHandlerCounter(
-				ins.requestsTotal.MustCurryWith(prometheus.Labels{"handler": handlerName}),
-				promhttp.InstrumentHandlerResponseSize(
-					ins.responseSize.MustCurryWith(prometheus.Labels{"handler": handlerName}),
-					handler,
-				),
+	return promhttp.InstrumentHandlerRequestSize(
+		ins.requestSize.MustCurryWith(prometheus.Labels{"handler": handlerName}),
+		promhttp.InstrumentHandlerCounter(
+			ins.requestsTotal.MustCurryWith(prometheus.Labels{"handler": handlerName}),
+			promhttp.InstrumentHandlerResponseSize(
+				ins.responseSize.MustCurryWith(prometheus.Labels{"handler": handlerName}),
+				http.HandlerFunc(func(w http.ResponseWriter, r *http.Request) {
+					now := time.Now()
+
+					wd := &responseWriterDelegator{w: w}
+					handler.ServeHTTP(wd, r)
+
+					observer := ins.requestDuration.WithLabelValues(
+						wd.Status(),
+						handlerName,
+						strings.ToLower(r.Method),
+					)
+					observer.Observe(time.Since(now).Seconds())
+
+					// If we find a tracingID we'll expose it as Exemplar.
+					span := opentracing.SpanFromContext(r.Context())
+					if span != nil {
+						spanCtx, ok := span.Context().(jaeger.SpanContext)
+						if ok {
+							observer.(prometheus.ExemplarObserver).ObserveWithExemplar(
+								time.Since(now).Seconds(),
+								prometheus.Labels{
+									"traceID": spanCtx.TraceID().String(),
+								},
+							)
+						}
+					}
+				}),
 			),
 		),
 	)
 }
+
+// responseWriterDelegator implements http.ResponseWriter and extracts the statusCode.
+type responseWriterDelegator struct {
+	w          http.ResponseWriter
+	written    bool
+	statusCode int
+}
+
+func (wd *responseWriterDelegator) Header() http.Header {
+	return wd.w.Header()
+}
+
+func (wd *responseWriterDelegator) Write(bytes []byte) (int, error) {
+	return wd.w.Write(bytes)
+}
+
+func (wd *responseWriterDelegator) WriteHeader(statusCode int) {
+	wd.written = true
+	wd.statusCode = statusCode
+	wd.w.WriteHeader(statusCode)
+}
+
+func (wd *responseWriterDelegator) StatusCode() int {
+	if !wd.written {
+		return http.StatusOK
+	}
+	return wd.statusCode
+}
+
+func (wd *responseWriterDelegator) Status() string {
+	return fmt.Sprintf("%d", wd.StatusCode())
+}
diff --git a/pkg/receive/handler.go b/pkg/receive/handler.go
index 80a168f30c..f634e5b8ab 100644
--- a/pkg/receive/handler.go
+++ b/pkg/receive/handler.go
@@ -157,10 +157,11 @@ func NewHandler(logger log.Logger, o *Options) *Handler {
 
 	readyf := h.testReady
 	instrf := func(name string, next func(w http.ResponseWriter, r *http.Request)) http.HandlerFunc {
+		next = ins.NewHandler(name, http.HandlerFunc(next))
 		if o.Tracer != nil {
 			next = tracing.HTTPMiddleware(o.Tracer, name, logger, http.HandlerFunc(next))
 		}
-		return ins.NewHandler(name, http.HandlerFunc(next))
+		return next
 	}
 
 	h.router.Post("/api/v1/receive", instrf("receive", readyf(middleware.RequestID(http.HandlerFunc(h.receiveHTTP)))))
diff --git a/pkg/server/http/http.go b/pkg/server/http/http.go
index 3cc6afa94a..891f04f5de 100644
--- a/pkg/server/http/http.go
+++ b/pkg/server/http/http.go
@@ -104,7 +104,9 @@ func registerProfiler(mux *http.ServeMux) {
 
 func registerMetrics(mux *http.ServeMux, g prometheus.Gatherer) {
 	if g != nil {
-		mux.Handle("/metrics", promhttp.HandlerFor(g, promhttp.HandlerOpts{}))
+		mux.Handle("/metrics", promhttp.HandlerFor(g, promhttp.HandlerOpts{
+			EnableOpenMetrics: true,
+		}))
 	}
 }