Live weight, average daily gain (ADG) and reproductive performance were compared between heifers implanted with zeranol at birth, 100 and 200 d of age (n = 54) and those not implanted (n = 50). Zeranol implantation resulted in increased (P < 0.05) ADG from birth to weaning, weaning weight, ADG from weaning to breeding, breeding weight and calving weight but did not affect (P > 0.05) calf birth weights, incidence of dystocia, calf survival or gestation lengths. Zeranol implants did not affect (P > 0.05) the incidence or magnitude of the pre-ovulatory LH surge or the number of heifers that ovulated between 48 and 168 h after cloprostenol injection. Pregnancy rate 42 d after bull entry did not differ between the two groups (P > 0.10), tended toward a difference at 72 d (P < 0.10), and was different at 133 d (P < 0.05), with implanted heifers having a lower pregnancy rate than non-implanted heifers. Between day 72 and day 133 after bull entry there was a 10% embryonic or fetal mortality rate in zeranol-implanted heifers, which differed from the 0% loss in non-implanted heifers (P < 0.05). We conclude that serial implants of zeranol from birth reduced the pregnancy rate in heifers and that this effect was due to early fetal loss. Key words: Zeranol, embryonic/fetal mortality, bovine, pregnancy rate, ultrasonography