Probably reaching the power limit, Furmark is brutal..Check in the GPU-Z Sensors tab and see if the PerfCap Reason says Pwr (Power) or another reason when running Furmark.
 
You can raise the Power Target in EVGA Precision if power is the limiting factor.
 
Actually, I wouldn't use Furmark, use something else like a Unigine Benchmark or EVGA OC Scanner X.
 
Nothing much you can do about the fan noise except create a custom fan profile in EVGA Precision or MSI Afterburner, or roll with a different cooler/fan setup.

Yeah, Power Limit in Afterburner is the same as Power Target in Precision.

Case ventilation could be a factor..Run without the side panel on and see if it matters..If you notice 3-4C or greater of temperature drop under load, then the airflow in the system can likely be improved.

Why does my EVGA graphics card run hot?
 
You'll have to see what the PerfCap Reason is in GPU-Z..It may be hitting the max power limit, or some other reason, and fluctuating somewhat.

bob16314You'll have to see what the PerfCap Reason is in GPU-Z..It may be hitting the max power limit, or some other reason, and fluctuating somewhat.

 
So if I raised it to 110% and it still says VRel - Limited by reliable voltage then I should lower the base clock?

I took the time to try and OC this card step by step instead of just slapping base/mem boosts. I baselined stock settings in Heaven then +50, 75, 100 base clock then +50 base and 50, 100, 150 memory clock then +0 base and +200/250/300 memory clock. I never had any crashes but I was paying a lot of attention to the gpu temp via Afterburner.
 
The combo's that kept me out of the 90*C range were:
stock (duh) - 157.7 avg FPS
+50 base - 161.8 avg FPS
+0 base / +200 memory - 160.4 avg FPS
+0 base \ +250 memory - 160.9 avg FPS
+0 base / +300 memory - 161.9 avg FPS
 
I have the priority set to temp and highest it will go is 91*C, which it hit with the +50/100 and +50/150 for a split second. The fans on this thing are basically pinned at 100% for the whole benchmark and also when I play Apex Legends. The graphics settings are all low/disabled and I even went to the trouble of limiting the FPS to 60 via Nvidia and in-game but that didn't help, gpu usage is still 99% and fans are 100%. Is there anything I can do to help with this?
 
 
Other results
+75 base - 162.9 avg FPS - 90*
+100 base - 164.7 avg FPS - 90*
+50 base / +50 memory - 161.9 avg FPS - 90*
+50 base / +100 memory - 162.6 avg FPS - 91*
+50 base / 150 memory - 163.4 avg FPS - 91*

I put new thermal paste on, artic silver, when I got the card. I did not know about the increments, thanks. I just ended up winning a bid on a gigabyte g1 1060 gb. I was going to get some better 120mm fans for my case to improve air flow, current ones don't feel like they're moving any air. So some liquid metal + better case ventilation should do the trick right?
 
Honestly, is the 90*C temp for 7 fps in Heaven worth it? I mean, there's no headroom at that temp right? Even at stock settings I was 85-88*C.

Is it acceptable to run it at 91* constantly then? Won't it thermal throttle since that's the limit in Afterburner?

Okay. Thanks for all the info everyone