To load different data based on some info in your url, e.g. country name, you can either:

1. pass in the info (e.g. country) via the security context when retrieving the security token (see Tokens API)
2. pass it in via the web component e.g:

<em-beddable
  embeddableId='...'
  token='...'
  componentConfig={{ country: 'Ghana' }}
/>