I had similar questions when I was adjusting my clutch lever. I decided to use the 30mm measurement and applied it thusly: from the case to the inside radius of the clutch arm (where the cable end rests). The spring was lightly compressed at this point.
I haven't readjusted the the clutch arm since and the action, though feeling rather vague at the lever, seems to work just fine.
Hopefully someone with a little more experience can chime in and clarify if you (or I) are on the right track.