Reproductive efficiency on dairy farms depends on highly fertile cattle. Genetic selection for fertility is challenging because there are antagonistic genetic trends between fertility and milk production traits. Despite this challenge, genetic selection for improved fertility along with greater emphasis on reproductive management have reversed decades of decline in reproductive efficiency on dairy farms worldwide. This review will cover general considerations for heifer and dairy cow fertility and the current fertility traits used across a variety of production systems. It will also introduce new traits that are amenable to high-throughput automated phenotype collection from cow sensors and milk samples. These new traits have the potential to increase the rate of genetic progress for fertility in dairy cows. Finally, the validated successes of current selection programs to improve fertility without sacrificing milk production will be presented.