there is universal fit....however did you match up the resistance curves?
there is 240-33 ohm, 10-180, 0-30 ohm, 0-90 ohm, and 0-240 ohm gauges. most US manufacturers use the 240-33 ohm fuel sender, however some european and international manufacturers use the 10-180 ohm senders
so, the two logical choices are the old sender and new sender are different resistance ranges, or the unit you purchased is defective.