Are u changing it while in the game (alt+tab)? You have to exit the game, change, save, enter game.
Make sure you save your controller profile once in game, certain settings (like custom ffb settings) get completely reset if you even touch one controller setting in game, everything gets reverted to default. I think if you save them in-game though, that you can just load them up incase you accidentally default everything back to stock by touching the wrong setting. I believe you can scroll through ffb off, low, med, high, full, without it messing up ur custom controller ini settings, may be a few other settings you can safely touch as well.
Also, your real life wheel rotation is adjusted in your wheels control panel in windows.
Finally, the amount of lock/degrees that the in-game car's actual steering rack/tyres can turn is adjusted in the car tuning section once you have loaded up a session. Should say steering degrees or something like that. I think it's in the same screen where you can adjust the brake bias, brake pressure, diff, etc.