This is a recurring question probably related to the file format (but the file format is not indicated below) and the application of a compression type for which I give you my recurring answer:
I had a similar problem and first tried to convert my data as well. But, than noticed my Geotiff had a compression applied ('PACKBITS'). After exporting my dataset (right click layer =>Export Data) to an uncompressed Tiff (Compression type: NONE), the problem was solved: NoData cells behave again like expected and you can carry out again common NoData operations. So have a look at your layer properties to see if your Tiff has been compressed as well and if so uncompress it.
Good luck and best wishes,
Alfred Wagtendonk