I'm unable to do this right now so if you want to whine that I didn't do it myself, well I can't.
Your cable distance marker should be on the line going into the winch (2ft from winch), OR, your marker should be at the pulley on the side being pulled into the winch, measuring the distance your mark moves, 2ft away from the pulley.
Going through the pulley on the Jeep side, if the winch pulls in 2 feet in to move the Jeep 1 foot, it's going to shorten the runs of cable through the pulley by 1ft per side. (Winch to pulley / Pulley to Jeep)
Your marker is at the pulley end, it's only measuring the reduced distance of one side of the cable, not the total cable reeled in.
Your results are accurate, but you are measuring the wrong thing to get the result you expect. But I highly suspect at this point you know this and are trolling.