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Similar question was posted earlier today actually and what you want to achieve is not supported by Campaign.
The Tracking label is created and stored when a Delivery is saved and as such you can have only 1 label per URL per delivery and it is the reason in the sample you provide you will see that the label in the tracking logs and reporting will just be <%recipient.firstName%>"
Full answer here but in your scenario the proposed possible workaround won't apply as you've got a unlimited recipient first name in your target...
Hope this helps,
Thanks
Denis