The method you're using isn't measuring endshake.
Endshake is the total movement of the cylinder front and back.
The way to measure endshake is: push the cylinder forward, measure the gap between the front of the cylinder, and the forcing cone, measure both sides, if one is smaller than the other, use the smaller measurement, write this number down. (FYI, if you get two different measurements, your forcing cone isn't cut straight).
Now push your cylinder back and measure the distance between the rear of the cylinder, and the frame, write this number down.
The difference between these two numbers is your endshake. Manufacturers are all a bit different, Ruger tends to have less endshake, whereas S&W has a bit more. I don't have my shop manual handy, but if I recall correctly S&W sets their endshake between .003" and .006"