I’d call it “retaliating” against civilians. Actual retaliation would mean hitting the set of people who attacked Israel.
IMO a big source of the problem is that we’re conflating four groups for two groups.
Government A, People A, Government B, People B.
Any time Government A attacks People B, Government B “retaliates” against People A, and vice versa. It’s not actual retaliation it’s forwarding the violence to someone new.
There are tenuous connections between these governments and these peoples, but it’s not like slapping the guy who just slapped you. It’s like slapping his kid.