There are several issues with water heaters cold.
First. Many igniters are in need of a bit of adjustment. USE THE MANUAL I have worked on two DSP Furnaces and one water heater. I do not recall if this was an issue on the water heater (Atwood) but on the furnaces both my Atwood and my parent's oil fired Lennox the point gap was too great.. Adjusting as per installation/owners manual fixed the problems.
On my Water heater when new it often took 2 or 3 cycles of the power switch before it would sense flame. IT LIT OFF Every time but failed to sense flame.. Eventually a new control board was installed and it's been better since. NOTE that this "Fail to sense" it could be 80 degrees out.
I have no idea why.
But since board replacement it is working better. New board is .. Improved.. or so they claim.