Bill,
Google Conversion Tracking works like this (taken directly from Google):
"It works by placing a cookie on a user's computer or mobile phone when he or she clicks on one of your AdWords ads"
The key is "clicks on an AdWords ad". If you are not running a Paid Search campaign, then Google Conversion tracking will not "work for you". In that case, you will want to make sure you setup Goal Tracking and e-commerce within Google Analytics in order to track conversions.
I am just completing a video tutorial on how to setup Goals tracking, Conversion tracking, Sales Funnels etc... I should have it up at my site in the coming week.
It may help you make sure you have everything in place.