kick back

When a Norton kicks back is the timing too advanced or too retarded?
Also, which way do I turn the pazon timing plate to either advance or retard?

It’s a sign of over-advance but you should set timing to be correct when fully advanced at road riding rpm or Pazon’s recommended setting rpm.

You don’t arbitrarily retard timing until it stops kicking back.

I’d suspect a fault in the installation of the Pazon or its power supply.

Yep,
I had to remove the plate to replace the seal. I marked it and thought I got it back where it was but apparently not.
I got it started once and should have put a light on it then because I couldn't get it started again.

In that case you do arbitrarily retard it until it will start, for strobe timing.

Retarding is turning the plate the same way the trigger rotor turns.