The Gilmour gun has 5 settings, 1, 2, 4, 6, and 12 oz/gal. That means it mixes in 1, 2, 4, 6, or 12 ounces of what's in the cup per gallon that comes out the nozzle.
There are some soaps that are thin enough to put into the cup straight, while others (Meg's GC for example) are just too thick to properly draw up the siphon tube without being diluted.
Although I strive to get the "bucket" ratio out of the foam gun, some others (Accumulator, Spilchy) seem to dilute the wash much further than that. Another consideration is if you are using the gun at the 6 or 12 setting you'll be emptying the cup that much faster.
If I'm using a shampoo that dilutes at 1oz/gal, I like to mix it up at 1/4 of the cup (8 oz shampoo and 24 oz water, if you have the 1 qt cup). Then if you put it on the middle hole (4 oz/gal) you get your 1 oz/gal at the car. If you notch it over to the 2oz/gal hole, you'll get 1/2 oz/gal at the car, and you can notch it up the other way to get 1.5 or 3 at the wide open setting, say, for wheels.
I get a little confused as to where I am setting-wise with the brass gun, and if I ever buy another foam gun, I'm going to try the Foamaster II, with the lettered adjustment wheel.