Various opentracing enhancements (#11619)

* Wrap `auth.get_user_by_req` in an opentracing span

give `get_user_by_req` its own opentracing span, since it can result in a
non-trivial number of sub-spans which it is useful to group together.

This requires a bit of reorganisation because it also sets some tags (and may
force tracing) on the servlet span.

* Emit opentracing span for encoding json responses

This can be a significant time sink.

* Rename all sync spans with a prefix

* Write an opentracing span for encoding sync response

* opentracing span to group generate_room_entries

* opentracing spans within sync.encode_response

* changelog

* Use the `trace` decorator instead of context managers