Remember guys that we're talking about timing advance in reference to degrees of crankshaft rotation before top dead centre at which point injection occurs. Therefore it is most appropriate to refer to timing advance in relation to the crankshaft.
To each his own
The pump advance is done internally, initial pump timing advance could be referenced from the crankshaft...and is set relative to that...but since there is a mechanical mechanism that advances pump timing internally in the pump and the question was regarding cold start timing at the pump itself... oye, wait? Getting off topic here...
Have fun...
Joe