How do I export PDFs from Illustrator at 100% ?

Hi, I'm a web designer who routinely sends design comps out for client review, developers, etc. Obviously when I build a comp at 960px x 768px, I want the PDF to reflect those EXACT dimensions, when viewed at 100%. Currently, my Acrobat seems to export my PDFs at approx 125% of my intended size. Can anybody please recommend some settings or tips on how to prevent this? Thanks!

Man, I don't know what I'm doing wrong- 100% looks ginormous. I scaled down to 81% which matches the size of my Illustrator doc at 100%, but even saving the PDF at 81% still...too big.
I'm beginning to think PDFs are still industry standard for print work but for web...not so much. I hate it how it mangles all my line weights and stuff.
Anyway, not trying to hate on PDFs in the Acrobat forum, heh. Just kinda sick of showing my work at the wrong size. I'm wondering if it's b/c I'm building at 72dpi in Illustrator, then saving as "best quality" PDFs, which might be changing the pixel dimensions to a 300dpi, therefore changing the proportions. Thoughts?

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