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Depends on my intention going in. Usually I'm selling covered calls just to collect premiums on stocks I want to keep so in that case I roll and yes sometimes that means I'm rolling just to get exercise price up and not collecting any new premiums.
I try not to buy to close when the stock runs up as I hope it will eventually come back down to a point where the above strategy catches up. It won't always.
A few times I've bought in and sold cc at a price I'd be happy to exit. I might still try to roll to get a bit more but then call it a win and let it be exercised.
A couple times I didn't pay attention to dividend ex dates and the buyer exercised early. That was a bad tax answer for one so I watch for that now and either avoid days shortly after ex dates or roll early.
I am having the opposite problem!