The pump on the eberspacher and webasto is a clever design. There is a plunger inside and one way valve, the plunger is sprung, and when you apply voltage to it a coil magnetizes and snaps the plunger toward the fuel outlet pumping a metered amount of fuel. This makes a ticking noise, as the burner increases to it's maximum burn rate the ticking will get faster and faster.
The pumps do get stuck, or blocked. Just pull the fuel line from the heaterand switch the unit on, the pump is supposed to be able to squirt the fuel 12 inch's.
The heaters to get coked up.
My one has, and needs a 60 quid combustion chamber as it chuffs a bit on start up.
De coking, and replacing the glow plug is possible the cause.
If the brain thinks or detects no flame then it goes into shut down mode by blowing air through it for a while in case it is hot still.
heat exchanger

Unit

Combustion chamber and glow plug

Coke
Hope this helps.
Simon.