Lack of accuracy in estrus detection in cattle is a major constraint affecting the implementation of techniques such as artificial insemination (AI) and embryo transfer (ET). For this reason clinicians have opted to pharmacologically manipulate the estrus cycle. The advantages and shortcomings of using this approach to improve the implementation of AI and ET are discussed in this review. Moreover, in order to highlight the reasons why estrus detection is difficult in cows kept at grazing in the tropics, this review underlines social and behavioral traits hindering the capacity of the casual observer to accurately identify cows in estrus.