I have typed 3 responses and deleted them, they may have been too advanced. Let's simplify.
First, new brass once fired historically across the board grows .004-.006" in length, once fired brass coming from your chamber does not all measure the same. So getting a real consistent bump after the first firing is hard because of that fact.
So you need a baseline number in conjunction of how fired brass fits back in your chamber. Typically I "Settle" on the bump first time, then fire brass the 2nd time and now is when the setting of the die becomes more critical.
As mentioned, a consistent lube is essential to your bump. Every lube works if done right, through trial and error, you will find one you trust. I don't want to go far on lubes, but people tend to point fingers when something goes wrong. Like blaming bad behavior on whiskey if you are a beer drinker and manage to get a big belly full of whiskey and now you have to answer for it. Whiskey and one shot bad, well, NO.
On the gap between die and shellholder, most likely flex, not slop in the press. The greater the gap, the less lube on the bottom of the case that needs it the most.
On turning the die down or up, threads are a 7/8 x 14 coarse thread, a minute turn is big. A tenth of a turn is way too much. One other thing you need to figure in is thread load between the die and lock ring when adjusting it, < Bear with me, If you want to back your die off some, you loosen the die from the press, back it off some to get some room to adjust the lock ring, now you will hold the ring down while backing the die out, pinch the 2, lock the ring, you need to the same when screwing it in also, you can't relax the load. That results in large changes.
With once fired Norma brass, you are a ways from any springback scenarios that you will encounter with more firings, You will learn as you as you go, like all of us, you are not national champ first time out of the gate. If I had known 34 yrs ago what I know today there would have been many less bumps in the road.
There are a lot of shooters in CA, try find a mentor, unless you are some type of social pariah, most people are willing to help.