The most common reason for pH to change is because chemicals are being taken up by your plants "feeding". pH will rise, or fall, depending on which chemicals the plant needs. The direction, magnitude, and speed of the change can vary from strain to strain, they may be different in veg vs flower, and may change with the size of the res.
It's very straight forward, dontcha know.
Oh, if pH drops really quickly, that's a strong indicator that you have a problem in the res - root rot is what I've read about.
If you've got gently rising pH (one or two tenths a day) that's a good sign.
I've attached a couple of documents that discuss reservoir issues. They're good general guides but they're
not definitive.
I wrapped twisted myself in knots when I had falling pH and I blindly followed the "drop EC" guidance. Other than that, these are good sources of info and, once you've worked with them for a while, it will become second nature.