When it starts using starter fluid... how long does it stay running?
2 years ago when I rebuilt my car, I too replaced the fuel pump with the new DMCH fuel pump / fuel sender combo unit. I could get the engine to start with starter fluid, but as soon as the starter fluid burned off it died. In my haste to get the car running, I accidentally installed the check valve in the fuel line at the pump backwards. With the check valve backwards, it wouldn't let gas get past the valve. Once I reversed it, it worked. It did run rough at first, but a little trial and error with the 3mm allen wrench in the air metering box fixed that right up.
Check your fuel connections carefully, and verify that the check valve is installed in the correct orientation.